A RESEARCH ON THE EFFECT OF RELATIONAL MARKETING PRACTICES ON BRAND LOYALTY


Today, products and services provided by companies have generally become standard. Therefore, it is possible to create awareness on consumers and to create a channel that increases their level of satisfaction, and consequently to make these consumers loyal customers thanks to right communication with them. For this reason, companies that want to make a difference listen to their customers more and try to strengthen their relationship with them. This relationship between companies and their customers is based on social, economic and structural bonds. These bonds established by the company both make the company indispensable for the consumer and motivate them. The aim of the research is to determine whether relationship marketing practices have an impact on brand loyalty. In this context, relationships between variables were investigated by using purposive sampling method on a sample group consisting of consumers purchasing service from banks in the center of Konya. Within the scope of the analysis, descriptive statistics were presented, factor analysis was performed, and correlation and multiple linear regression analyzes were performed in order to measure the relationship and the effect level between the relationship marketing sub-variables and brand loyalty. As a result of the analysis, it was observed that social bonds, which are one of the relationship marketing sub-dimensions, did not significantly affect brand loyalty, whereas economic bonds and structural bonds had a significant effect on brand loyalty. As a result, it is obvious that correctly constructed and highly effective relationship marketing practices will positively affect brand loyalty (at least in the context of economic and structural bonds).


Keywords


Relationship Marketing, Brand Loyalty, Banking

Author : Murat ÇAKIRKAYA
Number of pages: 1367-1385
DOI: http://dx.doi.org/10.29228/TurkishStudies.23425
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Turkish Studies-Social Sciences
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