Banka Hizmet Kalitesinin Kurumsal İmaj, Müşteri Tatmini ve Tekrar Satın Alma Davranışı Üzerindeki Etkisinin Yapısal Eşitlik Modeli ile Analizi (Analysis of the Effect of Bank Service Quality on Corporate Image, Customer Satisfaction and Repurchase Behavior with Structural Equation Model)

Abstract

Purpose – Banks play an important role in meeting and financing the consumption needs of individuals and Businesses. The quality of the service offered by banks in favor of their financial performance positively increases the asset quality and profit. The growth of banks is closely related to customers' sense of trust and belonging. Corporate image and customer satisfaction directly affect the repurchase of the service and are also closely related to the quality of the service provided. Since increasing service quality directly affects customer satisfaction, it is aimed to examine the relationship between these concepts. Design/methodology/approach – Data were collected from 867 bank customers residing in Kastamonu. The data obtained from the questionnaire were analyzed in SPSS 22 statistic program with statistical methods scale validity and reliability test, correlation test, confirmatory factor analysis Furthermore, Hypothesis are tested with structural equation model. Findings – As a result of the analysis, it has been determined that service quality has a positive effect on customer satisfaction and corporate image. In addition, it was found that customer satisfaction positively affected the corporate image and intention to buy again. Discussion – As a result of the research, it was also found that the quality of banking service, customer satisfaction and intention to buy again showed a significant difference between public and private banks in favor of private banks.