The effect of customer satisfaction and customer retention on customer loyalty : A research study

In today's increased competitve environment has neccesitated companies to establish long-term relationship with customers. Customer satisfaction and customer loyalty are two important concept of accomplishment for the companies. The companies which can satisfy their customers, beyond this, which can succeed retention, can gain loyalty, resume their existance make their profitability more consistent. The purpose of this study is examine impact of customers satisfaction and customer retention on customer loyalty. Research population is consisted of students who studying at Afyon Kocatepe University. Qustionnaire was used as a method of data collection. The data obtained through questionnaires was analysed by using SPSS 21.0 package programs and frequency-percentage analyses, t-test, chi-square test, correlation analyses, regression analyses and ANOVA were used. As a result of the research it's been assigned that customer satisfaction and customer retention has a significant impact on customer loyalty.