Bankacılık Sektöründe Müşteri Değerinin Marka Algıları ve Müşteri Sadakati Çerçevesinde İncelenmesi

ÖZER, Leyla; Gözde BURUL, Bahar; GÜLTEKİN, Beyza
June 2013
Sosyoekonomi;2013, Vol. 19 Issue 1, p295
Academic Journal
The purpose of this study is to examine the effect of brand perceptions, service quality and cost on customer value. In addition to this purpose the effect of customer value on customer loyalty was investigated. Throughout the survey method, 354 questionnaires were collected. Based on the analysis conducted the positive influence of brand perceptions and service quality and negative influence of cost were found. Moreover, brand image, company image, employee trust, and company trust affected customer value positively. It was also found that customer value had a positive impact on the customer loyalty.


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