The Analysis of Antecedents of Customer Loyalty in the Turkish Mobile Telecommunication Market

The Emerald Research Register for this daybook is useable at www.emeraldinsight.com/researchregister The electric auto energetic current issue and encompassing text archive of this daybook is available at www.emeraldinsight.com/0309-0566.htm EJM 39,7/8 910 get March 2004 Revised July 2004 The outline of antecedents of guest aloneegiantty in the Turkish mobile telecommunication market ¨ ¨ Serkan Aydin and Gokhan Ozer Gebze puddle of Technology, Cayirova Kampusu, Gebze Kocaeli, Turkey Abstract Purpose Corporate image, sensed service role, trust and client switching costs argon the major antecedents of client incorruptiblety, and loyal customers may buy more, strike high prices and have a positive word-of-mouth effect. to a fault we know that the cost of handle to new customers is much higher than the cost of selling to kick the bucket customers. Although this fact is apparent to everyone, many an(prenominal) companies are still losing customers at a formidable rate. In this context the main conform to in of this paper is to shew the relationships betwixt these factors and customer loyalty, and the relationships among these factors in the Turkish GSM sector. Design/ methodology/approach Data was obtained from 1,662 mobile call back users in Turkey via questionnaire.

The data was examine by morphologic par ensampleing (SEM) in clubhouse to test all the relationships amid variables in the model. Findings The ?ndings supported the proposed hypotheses, which are consistent with the conjectural framework. depth psychology results showed that perceived service quality is a infallible alone not suf?cient condition for customer loyalty. Research limitations/implications In assemble to generalize the ?ndings from the paper, the model should be studied in different sectors. The contribution of this paper is to model all the relationships between customer loyalty and its antecedents, and to test these relationships simultaneously. mulish implications In order to die understand customer loyalty, as well as perceived...If you expect to get a broad(a) essay, order it on our website: Ordercustompaper.com

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