Mediating Roles of the Switching Costs and Attraction of Alternatives in the Value-Satisfaction-Loyalty Chain: GSM Operators Implementation (Değer-Tatmin-Sadakat Zincirinde Değiştirme Maliyetleri ve Alternatiflerin Çekiciliğinin Aracılık Rolleri: GSM Operatörleri Uygulaması)

In this study, the relationships between value-satisfaction-loyalty are examined. It is also examined whether switching costs and the attractiveness of alternatives have mediating roles in the effect of customer satisfaction on customer loyalty. The study is important because there is no similar study in the national literature in the context of the variables used, the model created, and the sector examined. In this context, the data is collected through face-to-face questionnaires from 400 people residing in Mersin province in Turkey. Structural equation modeling is used in the data analysis. A result of the research, it is found that all perceived value dimensions, except emotional value, have a significant and positive effect on customer satisfaction, customer satisfaction affects customer loyalty and switching costs positively, while the attractiveness of alternatives affects negatively, the attractiveness of alternatives affects customer loyalty negatively, and switching costs do not have a significant effect on the attractiveness of alternatives. Moreover, in the effect of customer satisfaction on customer loyalty, both switching costs and the attractiveness of alternatives have partial mediating roles.