Abstract
In this study, the effect of Customer Relationship Management of Banks providing retail banking services on customer loyalty has been investigated in Turkey. First part, the Concept of Customer, Customer Relationship Management, Customer Relationship Management and Technology, the fonctions and development of Customer Relationship Management in the Banking Sector are discussed. Second Part, the Questionnaire was delivered to 441 participants residing in Istanbul via online channels. 8 questions on demographic characteristics, 14 questions on Customer Relations, and 11 questions on Loyalty were asked. 399 Valid questionnaires were obtained. As a result of the analysis of the information obtained, it has been observed that the most important issues that provide customer satisfaction are making transactions through Interactive and mobile channels offered by the banks and providing fast and easy access to branches and ATMs. Consequently, it has been observed that matters that create satisfaction have a positive effect on Customer Loyalty.
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