The effects of holistic marketing elements on customer loyalty: A research in banking sector
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Abstract (EN)
In this research it was analyzed the effects of holistic marketing on customer loyalty in the banking sector. The elements of holistic marketing are relationship marketing, internal marketing, integrated marketing and performance marketing. After these elements were researched in detailed, it is made face to face survey with the 389 customers of Garanti Bank, İs Bank and Yapıkredi Bank. The survey was analyzed in SPSS and the result is that holistic marketing has a partial effect on customer loyalty. The reason is that only integrated marketing and performance marketing have meaningfull and positive effects on customer loyalty.
Author
Berat Aydın
Institution
How to Cite
Berat Aydın (Master Thesis). The effects of holistic marketing elements on customer loyalty: A research in banking sector, 2019, İstanbul University.
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