Abstract
The Effect of Customer Relationship Management on Customer Loyalty: A Field Study on The Banking Sector
The purpose of this study is to examine the impact of Customer Relationship Management on customer loyalty in the banking sector. In this research, questionnaire technique was used in order to collect data. The survey was conducted on public and private bank customers in Kusadası district of Aydin Province. Eight hypotheses were identified in the research. Regression analysis, correlation analysis, multi-way analysis of variance (MANOVA) and factor analysis were used in order to test the accuracy of the hypothesis. The results revealed that customer relationship management applications have a positive effect on customer loyalty in banking sector. However, this result can not be generalized for the whole population.
Keywords
Customer Relationship Management, Customer Loyalty, The Banking Sector
