The ımportance and the ımpact of the communicatıon between the employee and the customer satısfactıon ın bankıng sector

Banks are financial institutions established within the service industry. In the intensely-competitive banking industry, product and price differentiations fail to provide a long-term edge as they can be easily imitated, making human factor the most significant element of sustainable success. Banks are required to put emphasis on communication for ensuring customer satisfaction. Customer loyalty is essential for maintaining long-term profitability in the banking industry, therefore efforts to create customer loyalty and to win new customers is among the industry's most important goals. Analysing primary information about customers, making periodic comparisons and statistical evaluations with the help of technology are all aimed at providing customized services for each customer and customer group. Specialized sales staff are formed to offer quality services for customers and customer groups defined with the help of technology. Employees are given specific communications training on a more profound level than they are given product trainings, with the sole purpose of ensuring customer satisfaction.The importance of quality of communications with customers and its impact on customer satisfaction will be reviewed within the banking industry context. For this purpose, there were face to face questionnaire with 300 customers. In the analysis of questionnaire, SPSS testes were used.