An application to examine the variables affecting brand loyalty in the banking sector

With the changing marketing methods and developing technology, numerous and easy to reach alternative goods and services are offred to customers. Customers, benefiting from the blessings of the competitive environment; keeping their high level of demands and expectations from brands with their low level of tolerance and carefully choose the brand with which they will develop a sense of loyalty. In this context, especially due to the demanding nature of the service sector to which it is a member, efforts to gain new customers have become more costly for banks than retaining existing customers, and this has revealed the importance of the concept of brand loyalty. It is seen that the variables of brand trust, brand satisfaction, brand personality and brand innovation are among the factors influencing the efforts of banks to create loyal patrons. In this direction, the aim of the study is to examine the variables that affect brand loyalty in the banking sector. The convenience sampling technique was used in the study, and the valid data obtained from 276 bank customers residing in Düzce province Merkez district, through the online survey technique was analyzed. Obtained data analyzed by descriptive analysis, factor analysis, correlation and regression analysis. Within the scope of the study, it is seen that each of the variables of brand trust, brand satisfaction, brand personality and brand innovation have positive effects on brand loyalty. In other respects, it is seen that, brand innovation has a positive effect on brand satisfaction and brand satisfaction on brand trust and finally brand personality on brand satisfaction. Key Words: Brand Innovativeness, Brand Trust, Brand Satisfaction, Brand Personality, Brand Loyalty