Customer loyalty determinants in Azerbaijan market

This study aims to analyze the factors affecting customer loyalty in the GSM sector. With the demonstration that the cost of holding existing customers is lower than the cost of acquiring new customers, businesses have recognized the importance of buil-ding long-term relationships with their customers. In this context, the aim of the study is to analyze the modeled relationships between perceived emotional relational value, customer satisfaction, service quality and brand reliability variables which are thought to affect customer loyalty in Azerbaijan mobile operator market. Research data were collected from the final customers benefiting from mobile applications and services in the Azerbaijan GSM sector. In this context, a face to face question naire was conducted to 450 students studying in 2 different universities in Baku. The data in relation to this research were analyzed by using statistical tools such as correlation and regression analysis. Although the results obtained in this study are limited by the fact that they are implemented in only one city and with the participation of custo-mers whouse a certain number of mobile operators, they provide significant contribu-tions as they can develop and implement marketing strategies in line with the fin-dings among the practitioners.