The effect ın the case of the upper ıncome customers on retail banking financial outcomes of the ınstitution?s ımage

The aim of this research is to determine the effects of the bank image in the minds of high income group bank customers on corporate?s appeal and profitability and also to examine the effects of the bank?s appeal and the customers? satisfaction level on profitability. A questionnaire was prepared and 100 high income customers of a private bank who were chosen randomly completed the questionnaire in May 2011.The data obtained from the questionnaire were analyzed through computer using the SPSS 18 program. Alfa coefficient was used to find out the reliability of the questionnaire. Mean deviation statistics, correlation and regression analysis were used to evaluate the data.The result of the research indicated that the bank?s image affect the bank?s appeal in a statistically positive way while it doesn?t directly affect profitability. The results also indicated that the bank?s appeal affects the bank?s profitability; however, the customers? satisfaction has no significant effect on the bank?s profitability.