Impact of Customer Value, Public Relations Perception and Brand Image on Customer Loyalty toward GSM Operators in Turkey

Authors : Hilal Kiliç, Hamidou Taffa Abdoulazize, Onur Türker

Pages : 131-144

Doi:10.18026/cbayarsos.1290682

View : 60 | Download : 85

Publication Date : 2023-12-28

Article Type : Research Paper

Abstract :This study investigates the effect of customer value, public relations perception and brand image on customer loyalty towards GSM operators in Turkey. Primary data were collected through an online survey from 360 participants. Pearson correlation test and regression analysis were conducted to test the study hypotheses. The findings of the study showed the existence of a strong relationship between public relations and brand image, a moderate relationship between public relations and customer value, and brand image and customers value. Moreover, the findings showed that brand image is the most significant factor affecting customer loyalty, followed by customer value and public relations perception respectively.
Keywords : Müşteri Değeri, Halkla İlişkiler, Marka İmajı, Müşteri Sadakati