The Ministry of Education of Azerbaijan Republic unec sabah azerbaijan State Economic University

Conclusions and recommendations

This research was conducted to determine how customer satisfaction affects customer satisfaction and the value that consumers accept. A statistically significant relationship was found between customer satisfaction, perceived value and customer dependency. As a result of the study, there was no difference between the banks in terms of customer satisfaction and customer dependency. However, as customer satisfaction and perceived value increase, customers are becoming more and more genuine and become loyal customers.  Customer satisfaction and perceived value positively affect customer confidence.

All banks operating today should not compromise their competitive advantage by providing better service to their customers and increase customer satisfaction and perceived value. 

The results of the surveys conducted with the Bank's customers were analyzed based on the principles of individual analysis and referenced to the graphs of the  survey results obtained from the Google Form site.

When the query made on the basis of demographic indicators is analyzed, the respondents are 45.7% male and 54.3% female. Women have more activity compared to men. 

Customers constitute 67.4% of people aged 18-25 years. For this reason, we can say that people who are considered younger than banking services use it and benefit most from them.

62.4% of the participants see that the education level is a bachelor. This means that the high level of education in the use of banks is an impressive factor. 

43.3% of the participants' income level is lower than 300 AZN. 

Bank customers use banks for 87.9% special activities and 12.1% for commercial activities.

As a result of the analyzes, there are statistically significant differences in the reliability factor which is the lower level of customer satisfaction according to the gender of the bank customers. We can say that the average of women is higher than the average of men. Therefore, unlike men, women accept banks as more secure. Banks can further increase customer loyalty by examining the low average of men.

According to the marital status of the Bank's customers, the lower level of customer satisfaction and the lower level of value realized and the value of quality and social value are the contrast. According to the results, we can see that the average of the marriages is higher than the average of singles. Therefore, we can say that the married people give more importance to these lower levels than singles. Banks may be advised to respond to their expectations at the highest level of accessibility, emotional value, price and customer loyalty levels.

It was determined that there were statistically significant differences in the value of the occupations of the bank customers and the perceived value and price.  According to the results, it was determined that selfemployed people perceived the  quality of banks more than other professionals. In other words, self-employed workers are the business activity group that accepts the quality of the services offered by banks.

As a result of the study, it was determined that there was a statistically positive relationship between the ages of the bank customers and the accessibility. In other words, as the age of the bank customers increase, the satisfaction levels of the technological services offered by the banks increase. According to this result, younger bank customers are not fully satisfied with their eyes on technology. Taking into account this situation, it is important for young customers to keep their eye on technology and to keep both new customers and potential customers.

It was determined that there was a statistically negative correlation between the education level of the bank customers and social value. Thus, as the level of education of the customers' increases, the satisfaction levels of the banks' social activities continue to decrease.

On the other hand, it was determined that there was a statistically negative relationship between the monthly income levels of the bank customers and the social value. In other words, as customers' incomes increase, the satisfaction levels of the banks towards the social value activity are reduced.

According to the results of the analyzes, the effect of the sub-levels of customer satisfaction and perceived value on customer loyalty was described. Subsequently, sublevels of availability and reliability have a significant impact on customer loyalty. However, it was observed that the other sublevels: personnel, emotional value, social value, quality dimension did not have a significant effect on customer loyalty.

According to the results of another analysis, the effect of customer satisfaction on customer dependency is 25% and the accepted value is 19%. According to the results, reliability and accessibility which is the lower level of customer satisfaction and quality and social value dimension of the accepted value have a significant effect on customer dependence.

As a result, banks can pay special attention to relationship, reliability, emotional value and price agents, and create differences and gain new customers. Given the high cost of acquiring new customers, they can work continuously in the current competitive environment if existing potential customers remain loyal.

This research was conducted on the basis of the results obtained from customers using private banks in Baku, Azerbaijan. Researches to be conducted in more  and different cities are important in terms of achieving clearer results. It is important that the banks operating today are customer-oriented in order 

to continue their activities better.