The effect of sales promotion activities on brand loyalty in online instant delivery brands: The Getir case

Benefits such as time savings and convenience and factors like increasing urbanization, changing lifestyles and expectations of consumers and the Covid-19 pandemic has led the consumer tendency towards online instant delivery services and the number of companies offering services in this field have increased significantly. Instant delivery retail services are becoming a part of people's daily lives. For companies serving in this competitive sector, it is of great importance to gain brand loyalty of customers in order to be an active part of customers' consumption habits. Businesses utilize sales promotion activities in addition to a variety of efforts to create, maintain and strengthen brand loyalty. The study mainly analyzes how sales promotion activities implemented by Getir, one of the fast delivery retail businesses, affect customers' loyalty to the brand. The data in the study, which was conducted with a quantitative approach and a research model consisting of two main variables where sales promotion activities are the independent and brand loyalty is the dependent variable, was collected with a questionnaire with 432 returns. The findings of the research indicate that sales promotion practices have a significant positive effect on brand loyalty within the Getir application.