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| Tekijä: | Aydin, S. Özer, G. |
| Otsikko: | The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market |
| Lehti: | European Journal of Marketing
2005 : VOL. 39:7/8, p. 910-925 |
| Asiasana: | telecommunications industry relationship marketing brand loyalty customers markets corporate image service quality Turkey |
| Kieli: | eng |
| Tiivistelmä: | Corporate image, perceived service quality (hereafter as: s-ql-ty.), trust and customer switching costs are the major antecedents of customer loyalty (here as: c-l-ty). This paper aims at examining the relationships btw. factors linked with c-l-ty. and factor relationships in the Turkish mobile communications (GSM) sector, based on data gathered via questionnaire from over 1,600 mobile phone users in Turkey. The data was analyzed by structural equation modeling (SEM) to test all the relationships btw. model variables. It is shown that perceived s-ql-ty. is a necessary but not sufficient condition for c-l-ty. |
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