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Bankacılık Sektöründe Müşteri Değerinin Marka Algıları ve Müşteri Sadakati Çerçevesinde İncelenmesi

Author

Listed:
  • Leyla ÖZER
  • Bahar Gözde BURUL
  • Beyza GÜLTEKİN

Abstract

The purpose of this study is to examine the effect of brand perceptions, service quality and cost on customer value. In addition to this purpose the effect of customer value on customer loyalty was investigated. Throughout the survey method, 354 questionnaires were collected. Based on the analysis conducted the positive influence of brand perceptions and service quality and negative influence of cost were found. Moreover, brand image, company image, employee trust, and company trust affected customer value positively. It was also found that customer value had a positive impact on the customer loyalty.

Suggested Citation

  • Leyla ÖZER & Bahar Gözde BURUL & Beyza GÜLTEKİN, 2013. "Bankacılık Sektöründe Müşteri Değerinin Marka Algıları ve Müşteri Sadakati Çerçevesinde İncelenmesi," Sosyoekonomi Journal, Sosyoekonomi Society, issue 19(19).
    • Handle: RePEc:sos:sosjrn:130115
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    More about this item

    Keywords

    Customer Value; Customer Loyalty; Brand Perceptions; Service Quality; Cost.;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M19 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Other
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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