We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Türkiye'de cep telefonu cihazı pazarında marka sadakati için bir model denemesi.
- Authors
Şimşek, Gülhayat Gölbaşı; Noyan, Fatma
- Abstract
In this article, after building the measurement model for the latent variables of brand loyalty, trust, customer satisfaction, perceived product value, perceived quality, customer expectations, brand switching cost, and brand image, the relationships between these factors and brand loyalty, and the relationships among these factors are examined in the Turkish mobile telephone machine market. Data was obtained from 770 university students among mobile telephone users via questionnaire, and have been analyzed by SEM (Structural Equation Modeling) in order to test all the relationships among variables in the model. The findings supported the most of maintained hypotheses, which are consistent with the theoretical framework: The direct effects of customer satisfaction, trust, and perceived quality on brand loyalty; trust and perceived value on customer satisfaction; brand image, perceived quality, and customer expectations on perceived value; brand image and perceived quality on trust were empirically supported.
- Subjects
TURKEY; BRAND loyalty; CELL phone equipment industry; CUSTOMER satisfaction; PRODUCT quality; BRAND image; CONSUMER behavior; STRUCTURAL equation modeling
- Publication
Middle East Technical University Studies in Development, 2009, Vol 36, Issue 1, p121
- ISSN
1010-9935
- Publication type
Article