The effect of customer relationship management oncustomer loyalty in the banking sector : An application

This study aims to research the effect of Customer Relationship Management applications on customer loyalty in the Banking Sector. Within this scope, it is applied a questionnaire to 130 personnel of different banks in Aksaray. With this data, it is analyzed the relationship between the sociodemographic features and customer loyalty of the workers. Also, it is shown the relationship between the different aspects of Customer Relationship Management (communication with the customer, interaction with customer, the value given to customer, customer loyalty and customer data banking) and the effects of these aspects on customer loyalty. The relationship between the aspects of Customer Relationship Management is tried to be explained via correlation and regression analysis. As a result of this analysis, the accuracy of the asserted hypotheses is determined.