Quality perception in service marketing, customer satisfaction in the impact of customer loyalty mediation role

Goal; The aim of this course is to examine whether there is any effect of quality perception on customer loyalty which is customer oriented and service oriented in service sector. Customer satisfaction is the fulfillment of the expectations from the quality of the service. The customer expects customer satisfaction while the expectations of the service are met. A satisfied customer will become a loyal customer.Customer satisfaction is the fulfillment of the expectations of the customers from the service. The customer will be satisfied if his / her expectations from the service are met. A satisfied customer will become a loyal customer. The research population consists of commercial bank customers in Çanakkale. The surveys were distributed randomly to the continuous customers who were dealing with the bank. In the research, the satisfaction of the factor that the customer chooses the bank of choice and aims to measure the perceived quality. 269 were completed and analyzed by using SPSS analysis. Dependent variable customer loyalty, independent variable service quality perception and agent variable customer satisfaction. In the study, the questionnaire form which is included in the appendix which used the 5-point Likert scale was used. The service quality perception scale was taken from Parasuraman (1985) in the preparation of the questionnaire. The customer loyalty scale was taken from Siddiqi (2011).The study was analyzed by using SPSS analysis. Dependent variable customer loyalty, independent variable service quality perception and agent variable customer satisfaction. As a result of the analyzes, it was found that physical characteristics, trust, reliability and empathy factors which are sub-dimensions of service quality perception were factors that improve service quality. Positive and significant relationships were found between customer satisfaction, customer loyalty and service quality perception.