Field work for determination of the opinions of human resources in banking sektor regarding customer relations management training

ABSTRACT FIELD WORK FOR DETERMINATION OF THE OPINIONS OF HUMAN RESOURCES IN BANKING SECTOR REGARDING CUSTOMER RELATIONS MANAGEMENT TRAINING KURT, Burcu Master Programme, Office Management and Education Department Thesis Counsellor: Prof. Dr. Sezer KORKMAZ August ? 2007 Opinions of the personnel working at the banks applying customer relations management regarding customer relations management training were determined in the study. Research population of the study consists of the personnel working at the banks applying customer relations management located at Beykoz, Istanbul. Sampling was made from research population in the study. Fifteen out of forty private and public bank branches in Beykoz district were reached. Survey sheet was used in order to take opinions of the personnel within the scope of this study. Data obtained with survey sheets was analyzed through SPSS program, and personal information of the personnel was shown as frequency and percentage. It is checked whether difference exists between opinions of personnel through f test and t test. Significance level was accepted as 0,05 in the study. In conclusion of the study; 1) 85,6% of the participants stated that they have information on customer relations management while 10,6% of them stated that they have insufficient information level. It was determined that 87,6% of the participants received customer relations training and that 69,1% of the training were given by the employing bank. 2) By taking into account the status of employer bank whether being a public or private entity, and analysis was made in order to find out whether or not any differences had existed among the opinions of banking personnel in regard with the customer satisfaction, loyalty, continuity and customer relations management training and it was determined that the personnel of private banks, as compared with the personnel of public banks, had placed more importance on the issues such as customer satisfaction and customer loyalty. With respect to the issues such as customer continuity and customer relations management training, no differences have been observed among the opinions of personnel who were being employed by the private and public banks. 3) A study conducted in regard with the customer satisfaction, loyalty, continuity and customer relations training, a study was conducted with a view to find out whether any differences had existed among the opinions of banking personnel as to their gender and it was determined that no differences had existed on the opinions of banking personnel on the basis of their gender. 4) With regard to the issues such as customer satisfaction, loyalty, continuity and customer relations training, an analysis was made in order to find out whether any differences had existed among the opinions of the banking personnel as to their levels of education and it was determined that BS/MS degree graduates and compared with the graduates of high school and vocational schools had placed more importance on the issues of customer satisfaction and customer continuity. In regard with the issues such as customer loyalty and customer relations management training, no differences have been observed among the opinion of banking personnel.