Measuring satisfaction of individual banking customers and an application

In today?s circumstances, in order to survive, to keep up with the pace of ourage, and to increase profitability, firms pay more attention to customer satisfaction.Firms that know who their customers are, that provide quality services by meeting theneeds and expectations of their customers should have competitive advantages. Thiscircumstances, in response, have made firms to begin measuring customer satisfaction.Accordingly, in this study, first the definition of customer is given andexplanations of concepts like creating customer loyalty depending on increases incustomer importance, relationship marketing, customer orientation and customerrelationship management is investigated in detail. The next section consists of customersatisfaction and the measurement of customer satisfaction. In the application,satisfaction of customers of bank X?s Eskişehir branch is measured. A survey isconducted for data collection using the survey data, information on demographical andsocio-economical characteristics of the customers, general information about the bankand information on variables that define satisfaction is obtained. When the findings ofthe analysis were interpreted, it is found that the age variable has a significant relationwith the variables that define satisfaction. Some recommendations on how the bankcould increase its customer?s satisfaction is given in detail in the final section.