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Please use this identifier to cite or link to this item: http://hdl.handle.net/11129/4475

Title: A Study on Customer Loyalty to a Brand: A Case of Turkcell and Telsim Telecommunications
Authors: Tümer, Mustafa
Ndagana, Bidemi Hyekonni
Eastern Mediterranean University, Faculty of Business and Economics, Dept. of Business Administration
Keywords: Branding (Marketing)--Customer Loyalty--Turcell--Telsim
Customer loyalty
Customer loyalty
customer satisfaction
trust
switching cost
brand image
Business Administration
Issue Date: 2016
Publisher: Eastern Mediterranean University (EMU) - Doğu Akdeniz Üniversitesi (DAÜ)
Citation: Ndagana, Bidemi Hyekonni. (2016). A Study on Customer Loyalty to a Brand: A Case of Turkcell and Telsim Telecommunications. Thesis (M.A.), Eastern Mediterranean University, Institute of Graduate Studies and Research, Dept. of Business Administration, Famagusta: North Cyprus.
Abstract: The aim of the study is to investigate customer loyalty determinants among telecom subscribers in Famagusta, in the Turkish Republic of Northern Cyprus. The research method used was descriptive design, Simple Random Sampling was employed for the study. Primary data was obtained through questionnaires 200 questionnaires were self-administered by the researcher to the consumers of the telecom providers and 189 were recovered. Correlation and Ordered Logistic Regression was used to check the relationship between the variables. The findings identify: Service quality, Customer Satisfaction, Value-added services, Trust and Switching cost as having significant positive relationship with customer loyalty. In addition, brand image had a positive relationship but it was statistically insignificant. The most obvious finding from this study is that; customer satisfaction and trust are the key determinants of predicting customer loyalty.
ÖZ: Çalışmanın temel amacı Gazimağusa’daki mobil telefon kullanıcalarının marka sadakatini belirleyen etmenleri ortaya çıkarmaktır. Araştırma yöntemi olarak tanımsal ve kantitatif tasarım yapılmıştır. Örneklem yöntemi olarak ise basit tesadüfi örneklem yöntemi kullanılmıştır. Gazimağusa bölgesinde 200 kişi ile görüşülmüş ancak 189 kişiden elde edilen veriler analiz edilebilir bulunmuştur. Literatür taraması sonucunda belirlenen kavramsal model yer alan değişkenler arasında olası ilişkileri görebilmek amacı ile korrelasyon ve Sıralı Lojistik Regresyon istatistiksel yöntemleri kullanılmıştır. Elde edilen bulgular “Hizmet kalitesi, Müşteri tatmini, Katma değer hizmetleri, Güven ve Değiştirme maliyeti” değişkenleri ile “Müşteri Sadakatı” arasında pozitif ilişki olduğunu göstermiştir. Buna ek olarak, marka imajı ile müşteri sadakatı arasında pozitif bir ilişki görünmesine ragmen istatistiksel olarak anlamlı çıkmamıştır. Çalışmanın en belirgin sonucu; müşteri tatmini ve güven’in müşteri sadakatini belirleyen anahtar belirleyici olduğudur.
Description: Master of Business Administration in Business Administration. Thesis (M.B.A.)--Eastern Mediterranean University, Faculty of Business and Economics, Dept. of Business Administration, 2016. Supervisor: Prof. Dr. Mustafa Tümer.
URI: http://hdl.handle.net/11129/4475
Appears in Collections:Theses (Master's and Ph.D) – Business and Economics

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