INVESTIGATION OF THE FACTORS THAT AFFECT CUSTOMER'S LOYALTY BY STRUCTURAL EQUALITY MODEL: A RESEARCH ON BANK CLIENTS
MÜŞTERİ SADAKATİNİ ETKİLEYEN FAKTÖRLERİN YAPISAL EŞİTLİK MODELİYLE İNCELENMESİ: BANKA MÜŞTERİLERİ ÜZERİNE BİR ARAŞTIRMA

Author : Ahmet UYAR
Number of pages : 59-77

Abstract

Customer loyalty has become one of the most critical issues for businesses due to increased competition. Businesses with a loyal customer base have great advantages in many areas ranging from pricing to sales, distribution and competition. Identifying the factors that make up the customer loyalty and how these functions will be an important issue in the marketing literature. The aim of this study is to determine the relationship between customer satisfaction and service quality, which is assumed to have an impact on customer loyalty, and to determine how they affect customer loyalty. For this purpose, a study was carried out on the banking sector. The findings were investigated based on the structural equation model. According to the results of the study, it was revealed that customer satisfaction affected customer loyalty.

Keywords

Customer Loyalty, Customer Satisfaction, Service Quality

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