Impact of Customer Value, Public Relations Perception and Brand Image on Customer Loyalty toward GSM Operators in Turkey
Küçük Resim Yok
Tarih
2023
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
This study investigates the effect of customer value, public relations perception and brand image on customer loyalty towards GSM operators in Turkey. Primary data were collected through an online survey from 360 participants. Pearson correlation test and regression analysis were conducted to test the study hypotheses. The findings of the study showed the existence of a strong relationship between public relations and brand image, a moderate relationship between public relations and customer value, and brand image and customers value. Moreover, the findings showed that brand image is the most significant factor affecting customer loyalty, followed by customer value and public relations perception respectively.
Açıklama
Anahtar Kelimeler
Public Relations, Customer Loyalty, Brand Image, Customer Value
Kaynak
Celal Bayar Üniversitesi Sosyal Bilimler Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
21
Sayı
4
