The effect of the training about individual banking service on the customers attitude in Turkey

IV ABSTRACT Individual banking is the banking services that banks offer customers directly. With the wide spectrum of its products and by its functional features, individual banking as one of the areas of the finance sector that intensive competition is at stake, appears in new formations day by day. The products and services of individual banking are the services comprising mainly credit cards and consumer credits, electronic fund transfer services from the sale points, ATM's, telefon banking, home/office banking, wap banking and online banking - the importance of which has increased gradually. Both people and banking sector will benefit from the efficient use of these services. The efforts of the banks to introduce themselves and to get knowledge about their customers are considered in the context of public relations. The banks have to attach importance to the training of individual banking and to public relations in order to increase their competitiveness, to be well-known and to market their products. In order to analyse the implications of training of individual banking services on use of these services, a public survey has been made. This questionnaire aims to find out the level of knowledge of the customers and the staff of the bank about individual banking. It is understood with this survey that training of the customers on individual banking services will increase the rate of use of these services. In conclusion, the banks have to work on improving services by wishes, suggestions and comments of individuals; training people on how to use these services and providing the widespread use of these services. By this way, banks will benefit from this competitive environment and increase their profits.