Tüzel Müşterilerin Ana Bankalarına Yönelik Sadakat ve Ağızdan Ağıza Pazarlama Davranışını Belirleyen Unsurlar: Ankara Örneklemi
Factors Determining Loyalty and Word-of-Mouth Marketing Behavior of Corporate Customers Towards Their Main Banks: Ankara Sample

Summary/Abstract: This study aims to explain the loyalty of corporate customers towards their main banks within the scope of perceived service quality, customer trust, customer satisfaction, corporate image, perceived switching costs, and the attractiveness of alternatives. Another aim of the study is to reveal the relationship between service quality and customer loyalty and word-of-mouth. In the study within the scope of quantitative research, data was collected from 252 corporate customers located in Ankara with the survey technique, and the data obtained were analyzed by structural equation model. According to the findings of the study, while service quality, customer satisfaction, and attractiveness of alternatives determine customer loyalty. However, there is no relationship between corporate image, customer trust, and perceived switching costs and customer loyalty. While perceived switching costs do not affect customer loyalty alone, they have a moderating effect on the relationship between customer satisfaction and loyalty. Finally, another finding obtained in the study is the existence of a linear relationship between customer loyalty and word of mouth.

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