Bankacılık Sektöründe Müşteri Bağlılığını Etkileyen Faktörler Üzerine Bir İnceleme: Arnavutluk Örneği

Öz

The purpose of this research is to reveal essential factors that have influences on customer loyalty directly in Albanian retail banking context. In order to bring out essential factors, we have developed a questionnaire and 410 people participated in the survey. Five different factors have been described to analyze their directly impacts on customer loyalty such as Service, Security, Relationship, Reliability and Staff. The significant relations of each factor with customer loyalty have been analyzed by conducting confirmatory factor analysis. Obtained results indicate that only ‘relationship’ and ‘staff’ factors have a direct impact on customer loyalty. Determination of the essential factors on customer loyalty in banking sector will be helpful to bank managers to define priorities in order to enhance customer satisfaction and loyalty.

Anahtar Kelimeler

• Banking sector, customer loyalty and essential factors. JEY Classification: M, M3, M31.

Bankacılık Sektöründe Müşteri Bağlılığını Etkileyen Faktörler Üzerine Bir İnceleme: Arnavutluk Örneği

Öz

Bu araştırmanın amacı müşteri bağlılığını doğrudan etkileyen önemli faktörlerin Arnavutluk’ta bankacılık sektörü bağlamında ortaya çıkartılmasıdır. Bu amaçla geliştirilen ankete 410 kişi katılım göstermiştir. Müşteri bağlılığında doğrudan etkili olabilecek beş değişik faktör belirlenmiştir. Bunlar; servis, güvenlik, ilişki, güvenilirlik ve çalışanlardır. Müşteri bağlılığı ile her bir faktörün ilişkisi ‘doğrulayıcı faktör analizi’ yöntemiyle incelenmiştir. Elde edilen sonuçlara göre sadece ‘ilişki’ ve ‘çalışanlar’ faktörleri müşteri bağlılığı üzerinde doğrudan bir etkiye sahiptir. Bankacılık sektöründe müşteri bağlılığı üzerindeki önemli faktörlerin belirlenmesi, müşteri memnuniyetini artırmak adına öncelikleri belirlemede banka yöneticilerine faydalı olacaktır.

Anahtar Kelimeler

• Bankacılık sektörü, müşteri bağlılığı ve önemli faktörler.

Kaynakça

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