Factors affecting banking preferences of individuals: The case of Amasya province

This study aims to determine the factors that affect the behavior of individuals when making a bank choice. The study for this purpose consists of three parts. In the first part of the banks and the banking system, it is mentioned banking transformation, development of banking in the world and Turkey is discussed in historically specific. In the second part of the study, banking and marketing strategies in banking are evaluated on the axis of the concept of consumer behavior. In addition, in the second part, periodic changes in consumer behavior are analyzed, while the criteria that direct the purchasing behavior of individuals are discussed separately, it is detailed how these changes in consumer needs become visible in the axis of marketing practices in banking. In the third part of the study, the primary data collection process, which is carried out by questionnaire method, one of the quantitative research methods, was carried out. The information obtained through the questionnaire was interpreted by performing Frequencies, Crosstabs, Chi-square Test and ANOVA analyzes with the SPSS 15.00 for Windows Evaluation program. In addition, Cronbach, KMO and Bartlett's Tests were applied for validity and reliability tests of the study. As a result of the statistical evaluation of the data, when the bank customers choose the bank; the low expenses for the services offered by the bank, the diversity of the services offered by the banks and the high number of public benefit activities organized by the banks have emerged as the factors with the highest degree of impact. Bank preference scale questions were also compared according to demographic characteristics that can be considered as independent variables, and the results are also interpreted in this section. The study was concluded with the result and suggestion section, in which the information obtained as a result of the research is evaluated in general.