The Effect of Subliminal Advertising Perception on Customer Loyalty

Authors : Gülşah Ayaz, Mümtaz Korkutan

Pages : 585-601

Doi:10.21076/vizyoner.1550195

View : 79 | Download : 53

Publication Date : 2025-05-31

Article Type : Research Paper

Abstract :The main purpose of the study is to examine the impact of subliminal advertising perceptions on customer loyalty among users of public and private banks. In addition, the study aims to determine whether subliminal advertising perceptions and customer loyalty levels differ significantly according to the demographic characteristics of the respondents. Data is collected from 520 voluntary bank users through a questionnaire survey, a widely used quantitative research tool. The data is analysed using parametric statistical methods such as regression analysis, independent sample t-tests and ANOVA using SPSS 24.00 software. The findings from the regression analysis show that subliminal advertising perception has a significant effect on customer loyalty. Moreover, the analysis of demographic variables reveals that there are statistically significant relationships between the respondents\\\' perceptions of subliminal advertising and their bank application preferences, educational level and bank category choices. Similarly, significant relationships are also determined between respondents\\\' age, education level and bank category preferences and their loyalty to the bank. In conclusion, the study shows that subliminal advertising contributes significantly to customer loyalty and that loyalty levels may vary depending on demographic factors. The findings provide valuable insights for the development of customer loyalty strategies in the banking sector.
Keywords : Bilinçaltı, Bilinçaltı Reklamcılık, Müşteri Sadakati, Regresyon

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