HİZMET SEKTÖRÜNDE MÜŞTERİLERİN TERCİHLERİNİ ETKİLEYEN FAKTÖRLERİN YAPISAL EŞİTLİK MODELİYLE ARAŞTIRILMASI RİZE'DEKİ BANKALAR ÖRNEĞİ

There has been an increasing competition in service industry just like in every field in recent years. Banks, which are important units of service industry, make great efforts to become prominent in this competition. Thus, they try to increase customer satisfaction by varying the services they offer. In this study, it is aimed to determine the relationship between the services that banks offer and customers’ satisfactions in their preferences by structural equation modeling. Survey method was used as the research method. The population of the research is formed by the headquarters of public and private banks in Rize province. SPSS 18.0 package program was used in order to ensure the validity and reliability of the research and test developed hypotheses. Service measuring factors in SERVQUAL measurement method take part in the research. Frequency,descriptive statistics and factor analysis were used. Besides,the best model to show the relationship between structural equation modeling and factors in the research was determined.