- G.Ü. İslahiye İİBF Uluslararası E-Dergi
- Cilt: 7 Sayı: 7
- CUSTOMER LOYALTY DETERMINANTS IN AZERBAIJAN MARKET
CUSTOMER LOYALTY DETERMINANTS IN AZERBAIJAN MARKET
Authors : Hanifi Murat Mutlu, Hoşgedem Kerimova
Pages : 48-67
View : 45 | Download : 56
Publication Date : 2024-01-03
Article Type : Research
Abstract :The current study examines the perceived (emotional and relational) value, the attractiveness of alter-natively, service quality, brand reliability, and customer satisfaction variables as the determinants of customer loyalty. This study also finds how customer satisfaction mediates the relationship between other research variables and customer loyalty. A sample of 450 mobile phone users in Azerbaijan was collected using a structured questionnaire. The data were analyzed as path modeling to test and validate the study’s research model and hypotheses. The study conducted empirical research. Con-firmatory factor analyses were conducted in order to test our measurement model. Correlation and path analysis was performed to evaluate the structure model and to test research hypothesizes. The results suggest that emotional value, brand reliability, service quality, and customer satisfaction have a positive influence, and that the attractiveness of alternatively has a negative effect on loyalty. The findings also reveal a mediating effect of satisfaction. This study puts emphasis on the importance of considering the attributes that not only functional utility, but also relational dimensions that influence customer loyalty for firms. Our findings showed that these variables are the key antecedents of cus-tomer loyalty. This study contributes to our understanding of customer-perceived value not as a sin-gle - item scale or a unidimensional construct of value but as a multidimensional construct (emonitial and relational).Keywords : sadakat, memnuniyet, algılanan değer, altenatiflerin çekiciliği, hizmet kalitesi