BANKALARIN KRED KARTI PAZARINDA UYGULADIKLARI CRM (Mü TERI L K LER Y NET M ) STRATEJ S N N Mü TER SADAKAT NE ETK S

The most effective way for banks in the financialsector to compete is the Customer RelationshipManagement, which mentions the long-rangebusiness relation with the customer. In order toensure a healthy and long range relationship, thecustomer should be well analyzed and data shouldbe updated through the use of databases. The datato be used in the database can be gathered throughthe credit cards of the banks. In recent years,almost all banks, which try to survive in a fiercecompetition, have significantly increased theirvariety of services in individual banking andfocused on the individual. Co-branded credit cardsare examples of this case. Through these creditcards banks aim to keep their number of customers,assure customer satisfaction and even turnsatisfaction to customer loyalty. In this context firstof all, the customer relationship processes in thebanking sector will be analyzed and CRMstrategies in credit cards, which are applied toachieve customer loyalty, will be evaluated.