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 galvanic current issue and full text archive of this journal is available at www.emeraldinsight.com/0309-0566.htm EJM 39,7/8 910 Received March 2004 revise July 2004 The analysis of antecedents of guest aloneegiantty in the Turkish mobile telecommunication market ¨ ¨ Serkan Aydin and Gokhan Ozer Gebze constitute of Technology, Cayirova Kampusu, Gebze Kocaeli, Turkey Abstract Purpose unified image, perceived service quality, trust and customer switching cost are the major antecedents of customer loyalty, and loyal customers may subvert more, accept higher prices and have a positive spoken effect. Also we know that the cost of sell to new customers is a great deal higher than the cost of selling to live customers. Although this fact is unembellished to everyone, many companies are still losing customers at a tremendous rate. In this context the mai n come in of this news report is to examine the relationships betwixt these factors and customer loyalty, and the relationships among these factors in the Turkish GSM sector. invent/methodology/approach Data was obtained from 1,662 mobile c all told back off users in Turkey via questionnaire.

The data was analyzed by morphologic equation modeling (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 sibyllic framework. Analysis results showed that perceived service quality is a indispensable but not suf?cient condition for customer loyalty. Research limitations/impli cations In arrangement 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. Practical implications In order to better understand customer loyalty, as well as perceived...If you want to get a full essay, order it on our website: OrderEssay.net

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