The factors affecting customer satisfaction in the GSM sector and examining the effect of customer satisfaction on customer loyalty

This study carried out to analyze of effecting factors of customer satisfaction and loyalty at the GSM Sector. Companies have to develop various applications and programs in order to retain customers they have. It has been well understood by companies that retaining current customers is less costly than acquiring new customers. Because of this, companies need to long term relationship with its business partners, especially their customers, depending on customer satisfaction and loyalty. In this context, this study examines some variables effecting customer satisfaction and loyalty such as perceived service quality, perveived customer value, corpoarte image, customer trust and customer orientation. The GSM sector of Turkey was selected for this study and data was collected from customers using mobile applications and services. Structured questionnaire form was used in order to obtain research data. At the process of develop research scales, previous studies in the literature were used. The sample size for this study was determined 664 in accordance with the level of confidence interval. The data in relation to this research were analyzed by using uni-variate and multivariate statistical tools such as cronbach's alpha, exploratory factor analysis, correlation and regression analysis. The results obtained indicate that all the results were positive and all the hypothesized relations were supported with the except for customer orientation. Perceived service quality, perceived customer value, corporate image and customer trust have positively effects on customer satisfaction and customer satisfaction also have positively effect on customer loyalty. The results of this study are significant for the companies to develop their customer satisfaction and loyalty, and improve their competitiveness via marketing programs in order to retain their customers and to cope with ever dynamic market conditions. Keywords: Customer Satisfaction, Customer Loyalty, Perceived Service Quality, Perceived Customer Value, Customer Trust, Customer Orientation, Corporate Image.