Banks 'sales and marketing activities investigation and measurement of the service quality

Many transactions and activities are carried out in bank operations. Banks make significant contributions to the country's economy, primarily through activities such as collecting funds from individuals and institutions, giving credit, performing check and bond transactions, paying bills, giving credit cards, making card related transactions and insurance transactions. It is obligatory for the banks in the service sector to have a customer-oriented plan and program in order to contribute to the country's economy. For this, following the developments in the country and abroad, a suitable service policy should be offered. This study, which is carried out in Şanlıurfa, involves the survey application made to the customers who come to banks to receive services. In this study, it is aimed to see if bank customers meet their expectations in terms of service quality. Servqual scale, one of the most used methods, was used to determine the service quality of banks. Through this model, expected and perceived service quality averages and sub-dimension averages of service quality were determined. In the study, the expected service quality value was higher than the perceived service quality value.