Nowadays, protecting market share against rival firms is more important than ever due to the decline in market growth rate and the increase in the competition. The main requirement for protecting market share is to create loyal customers. Switching costs are one of the strategies for reaching...

Bu çalışmada muhasebecilerin marka algıları (marka saygınlığı, markanın tahmin edilebilirliği ve marka imajı) ile tüketici özelliklerinin (yenilikçilik ve fikir liderliği) uzun dönemde müşteri ve marka ilişkisini belirleyen faktörler (fiyata duyarlılık ve ilişkisel...

Turkish Abstract: Özet: Müşteri sadakatinin sağlanmasında değiştirme maliyetinin oynadığı stratejik rol, gerek akademisyenler gerekse uygulamacılar tarafından önemli oranda kabul görmektedir. Bununla birlikte değiştirme maliyetinin hem kavramsallaştırılmasında hem de...

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 selling to new customers is...

Purpose – In the GSM mobile telephony sector, the main condition for protecting the subscriber base is to win customer loyalty, a key necessity for the maintenance of a brand's life in the long term. To achieve this aim, customer satisfaction and trust must be measured and “switching...

Purpose – To build a National Consumer Satisfaction Index for Turkey, drawing on models already in existence in Sweden, the USA, Norway and the European Union. In so doing, to remedy observed practical shortcomings of those indices. Design/methodology/approach – Structural equation modelling...