Ağızdan Ağıza İletişimin Marka Sadakati Üzerindeki Etkisi: Otomobil Servisleri Üzerine Bir Araştırma (Ankara Örneği)
The Effect of Word-of-mouth Communication on Brand Loyalty: A Study on Automobile Services (Ankara Case)

Summary/Abstract: Word-of-mouth communication, known as the communication channel that is very effective in the final decision of the consumer, is one of the most effective ways brands that want to take a place in the market want to create loyal customers. With this activity, brands are getting even more advanced today. These methods verbally convey the feelings they experience about the brand they use to each other, and increase the sales of the brand by being preferred by other consumers. This brand loyalty was tried to be analyzed as a result of the data obtained from 67 authorized service customers operating in Ankara in order to determine the effect on the authorized services that want to serve their customers in the field of automobiles. The result has been obtained that it is advantageous in terms of companies.

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