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

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EJM 39,7/8

910
Received March 2004 Revised 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 Corporate image, perceived service quality, trust and customer switching costs are the major antecedents of customer loyalty, and loyal customers may buy more, accept higher prices and have a positive word-of-mouth effect. Also we know that the cost of sell to new customers is much higher than the cost of selling to live customers. Although this fact is apparent to everyone, many companies are still losing customers at a formidable rate. In this context the main come in of this paper is to examine 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 analyzed by morphologic equation modeling (SEM) in clubhouse to test all the relationships between variables in the model. Findings The ?ndings supported the proposed hypotheses, which are consistent with the conjectural framework. Analysis results showed that perceived service quality is a infallible but not suf?cient condition for customer loyalty. Research limitations/implications In order 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: Ordercustompaper.com



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