Bankacılık sektöründe algılanan hizmet kalitesi, algılanan değer ve müşteri sadakati ilişkisi

The purpose of this paper is to understand the relationship between perceived service quality, perceived value, and customer loyalty in the banking sector. In addition, the mediating role of perceived value in the effect of perceived service quality on customer loyalty was also investigated. These variables are very essential concepts that companies must understand in order to remain competitive in business and, hence grow. The companies have to know how to measure these constructs from the consumers' perspective in order to better understand their needs and hence satisfy them. Service quality leads to higher customer satisfaction, profitability, reduced costs, customer loyalty, and retention. Perceived value cannot be assessed specifically by the sellers, but the only person who will be able to identify that is the consumer. Customer loyalty results in more customer engagement and experience, higher brand affinity, fewer marketing and advertising expenses, more sales and revenue, and a higher customer lifetime value. The total sample size of the study was 503 individuals. A questionnaire relating to the whole dimension was applied from the reliable and valid scales in the literature to measure perceived service quality, perceived value, and customer loyalty. The SPSS 25, Process v4.2 and AMOS 21 programs were used in the analysis of data and the correlation, simple and multiple linear regression and structural equation modeling were applied. The results of the analyses indicated there was a significant correlation between service quality, perceived value, and customer loyalty. In addition, it was determined that the perceived value variable played a mediating role in the relationship between service quality and customer loyalty. Keywords: Perceived service quality, perceived value, customer loyalty.