Çalışanları ve Kurumsal Gücü ile Yükselen Değer: Katılım Bankacılığı
Rising Value with Employees and Corporate Strengt: Participation Banking

Summary/Abstract: Purpose – The aim of the study is to contribute to the participation bank sector and the marketing literature by determining the effects of the participation bank employees and the attitudes of the participation bank to the customers of the participation bank sector on customer satisfaction and customer loyalty. Design/Method/Approach – It is a descriptive cause-effect research from quantitative research methods. Two different models will be tested in order to realize the research purpose. 1st model: The Effect of Participation Bank Employee and Participation Bank's Attitudes on Customer Satisfaction, 2nd Model: The Effect of Participation Bank Employees and Participation Bank's Attitudes on Customer Loyalty. Data were collected from 373 customers by face-to-face survey method between November 19, 2018-January 25,2019. The sample of cause and effect research is easy sample. The reliability of the scale taken from Nakıboğlu (2008) was determined by the participation bank application (KMO= 0.869, sphericity test p‹0.00). Findings – 1st model analysis result; The power of the participation bank employees and the attitudes of the Participation bank to explain customer satisfaction is 0.550, the result of the F test (F= 283,146; p=0.000); Model 1 is significant. H1 and H2 were accepted in the research model hypothesis test. 2.model analysis result; The power of the employees of the bank and the attitudes of the Participation bank to explain customer loyalty is 0.455, the second model is significant as a result of the F test (F= 156.146; p=0.000). H3 and H4 were accepted in the research model hypothesis test. Discussion – Attitudes of participation banks have a positive effect on customer satisfaction. It is important for participation banks to diversify their products to ensure customer satisfaction. It is recommended that participation banks develop marketing practices that will remind all stakeholders in the financial ecosystem, with messages to be repeated, of the originality of the solidarity philosophy. Participation bank employees who have direct contact with customers have a positive effect on customer loyalty. It is recommended that employees in sales and support organizations be encouraged to work in line with the bank's strategic goals.

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