The role of trust, quality of service and loyalty in students' bank use preferences: The case of Kastamonu University

The aim of this study is to determine the role of service quality, trust and loyalty in the bank usage preferences of students studying at Kastamonu University. When the literature is examined in detail, it is seen that there is no study that combines these three elements. As a sample, it was decided on university students who are in constant contact with the bank and who frequently use banking transactions. The universe of the research consists of undergraduate and associate degree students studying at Kastamonu University. Questionnaire form was used as data collection tool in the research. Questionnaire forms were sent to 419 students with the convenience sampling method and 419 questionnaire data suitable for the application were obtained. SPSS 26 package program was used in the analysis of the data. reliability to test hypotheses. correlation and regression analyzes were applied. At the end of the analysis, it was found that service quality and its sub-dimensions affect trust significantly and positively, service quality and its sub-dimensions affect loyalty significantly and positively, and trust and its sub-dimensions affect loyalty significantly and positively.