2011 Cilt 30 Sayı 2

Permanent URI for this collectionhttps://hdl.handle.net/11452/17731

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Browsing by Subject "Brand loyalty"

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    An approach to measurıng brand loyalty ın the Turkısh automotıve sector
    (Uludağ Üniversitesi, 2011) Şenel, Mine
    In the study conducted on the basis of an empirical research in the Turkish automotive sector, it was aimed, using fuzzy logic theory and a structural equation modeling, to establish the casual relationship between three latent variables -which have an impact on purchase considerations and create the service supplier powerand customer satisfaction, and to reveal the effects of customer satisfaction and brand reputation on customer loyalty. The data obtained were defuzzified by fuzzy logic theory and were processed by reliability, exploratory and confirmatory factor analyses. The degree of influence of factors considered to have an impact on the subject in the developed brand loyalty modeling were determined using structural equation modeling application. In the results, it was found that customer satisfaction is a prerequisite of brand loyalty. It is seen that the price perception of consumers and their value perceptions regarding attributes of the vehicles have an impact on customer satisfaction.