An exploratory study on development and application of integrated customer loyalty management model (iclmm) -the case of a bank

AN EXPLORATORY STUDY ON DEVELOPMENT AND APPLICATION OFINTEGRATED CUSTOMER LOYALTY MANAGEMENT MODEL (ICLMM)THE CASE OF A BANKbyHülya Gürsözer BÜYÜK SKENDERABSTRACTIn the 21st century, the importance of customer?s share is taking place in the market. Mostcompanies mention that their organizations are customer-centric organizations. Theycontinue; ?Our customers are important to us.? ?Our product designs are formed according toour customer needs and wants.? etc. but few companies fulfill this organizational modelperfectly.The aim of this thesis study is to reveal ?what the Bank is supposed to offer? and ?theperceived service level offered to the customers in this Bank? and to determine if a gap existsbetween the view of the employees and the perception of customers.In this research, the survey technique was used. For this thesis study, 2 field studies weredone. One of them is the ?Integrated Customer Loyalty Management Model? (ICLMM)survey; the other is ?e-banking Customer Loyalty? survey. All questions for both ICLMM ande-banking customer surveys were classified by three experts. The field study results wereanalyzed and interpreted by using SPSS tool.In the ICLMM field study, the Bank?s employees evaluated the bank?s vision, mission, workprocesses, e-banking processes, human resources etc. This survey has 119 questions, 113employees answered. (50% Head Office employees, 50% branch employees) The aim of thissurvey is to understand the management capabilities, loyalty management and the e-bankingprocesses of this Bank.In the e-banking customer loyalty field study, e-banking processes evaluation of this Bankwas done by e-banking users. This survey has 92 questions, 140 users answered. The aim ofthis survey is to understand how customers perceive e-banking services given by this Bank.At the end of this field study, all customers? answers revealed how they perceive the Bank?smanagement capabilities about e-banking.Finally, the 2 survey results were compared and they revealed that the evaluation byemployees and the perception by users were almost the same and there is no big gap.