The importance of customer loyalty in GSM industry: A study in Kücükcekmece district in İstanbul

The aim of this research was to identify the customer loyalty and describe the strategies and tools of the companies while creating customer loyalty in Turkish GSM Industry. The first milestone was to discuss the strategies used by companies that create customer loyalty. After illuminating these strategies, the tools used to build good relationships which lead to loyalty were examined. Finally, the factors of loyalty were discussed. Secondary research was made to illuminate the topic and then primary research was conducted to both managers and customers in Turkish GSM sector. Interviews were done to managers in different companies in Turkey and managerial perception was added to results and discussion while customer perception was obtained from surveys made in online platform and various statistical analyses. Results showed that customer retention is of outmost value for companies in telecom sector. Key Words : Gsm Sector, Customer Loyalty,Customer Relationship Management