Ilımlaştırıcı Değişken Olarak Değiştirme Maliyetinin Müşteri Sadakati Üzerindeki Etkisi: Türk GSM Sektöründe Bir Uygulama(As A Moderator Variable The Effect Of Switching Cost On Customer Loyalty: A Case In The Turkish Gsm Sector)

Abstract

Recently customer loyalty has appeared as a factor for obtaining sustainable competitive advantage. A firm, desiring to customers’ loyalty, should provide customer satisfaction and acquire its customers’ trust. On the other hand, though customer switching cost has a potential importance for loyalty, it’s seen that studies about the effect of customer switching cost on loyalty have been very limited. In this context, current study’s aim is to examine the customer switching costs’ effect on loyalty in GSM sector. For this reason, data, containing 1662 GSM users, was formed via questionnaire. Findings, obtained analyzing of data with regression analysis, shows that customer switching cost plays a significant role (moderator effect) in positive effect of both customer satisfaction and trust on loyalty

Keywords

• Müşteri Sadakati
• Güven
• Değiştirme Maliyeti
• Müşteri Memnuniyeti
• Ilımlaştırıcı De��işken
• GSM sektörü
• Customer Loyalty
• Trust
• Customer Switching Cost
• Customer Satisfaction
• Moderator Variable
• GSM Sector