The research of customer loyalty with analytic hierarchy process method on the selected private commercial

Banking is one of the leading important sectors in Turkish economy. The competition in this sector has relatively increased in accordance with the development in the field of financial service recently. Especially since the beginning of 1980s, the competition in the banking sector, which has been the marker of the financial system, has become an attractive research topic. The most significant factor determining the development of banking sector is to attract the clients and to keep them. In this context, the loyality of the client has been an important goal for the banks. The banks have improved themselves both practically and theoretically in terms of advertisement, client satisfaction, service quality, technologic infrastructure and usage in order to keep the clients? loyality in a satisfactory level. This is accelerated each day to keep up with the developments in the competition sector. This study assesses the client loyality of first five private commercial banks which have been put into order according to the saving deposits, exchange deposit account and the datas obtained from the Banks Association of Turkey in 2005. Survey datas of the chosen banks have been used in this study. A subjective ordering has been made by using the method of analitical hierarchy process which enables the solution of complex questions including more than a few criteria obtained from the results of this study. According to the results, it has been observed that objective ordering obtained with the final datas differs from the subjective ordering obtained with survey results.