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Abstract


THE ROLE OF BANKS 'CUSTOMER RELATIONSHIP MANAGEMENT IN DETERMINING CONSUMER PREFERENCES IN THE USE OF INDIVIDUAL CREDITS

With the increasing competition, developments in information and communication technologies and the effect of globalization, consumers have now become even more informed. Therefore, the importance and value of consumers for businesses has increased enormously. Goods and services have begun to resemble each other constantly, the options for consumers have increased, so businesses have to make a difference in order to compete. This difference is possible by understanding the consumers, meeting their demands and needs correctly, developing and presenting them to them. Therefore, more importance has been given to CRM applications. CRM, in its most general definition, means the provision of goods and services in accordance with the demands and needs of the customers by getting to know the customers, learning what they want and in line with the information it collects. Customers' purchasing behavior information can also be used with the database created by CRM applications. For this purpose, the concept and importance of CRM, its benefits to businesses, goals and risks, cultural, social, personal and psychological factors affecting consumer behavior, the relationship between consumer behavior and marketing strategy, and the purchasing decision process of the consumer were examined in the study. In this study, it was mentioned how important CRM is in the banking sector and what kind of advantages it provides to banks. As a result of the research, a questionnaire study was conducted to determine the effect of CRM applications on consumer preferences during personal loan use.



Keywords
Retail Banking, Personal Credit, Customer Relationship Management (MİY), Consumer Behavior



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