The effect of service quality factors on brand loyalty and the mediating role of customer satisfaction and switching cost in the effect of service quality factors on brand loyalty

In this study, it has been tried to create a different perspective in the related field by examining the effect of service quality factors on brand loyalty, customer satisfaction and switching cost, the effect of customer satisfaction and switching cost on brand loyalty, and whether customer satisfaction and switching cost play a mediating role in the effect of service quality factors on brand loyalty. In this direction, service quality perception, satisfaction, brand loyalty and switching cost variables were analysed conceptually and a model was developed based on the studies in the literature. In order to test the developed model, a survey application was carried out with 466 people who were reached by convenience sampling method and volunteerism from consumers who actively use the internet and social media through Google Forms digital platform. The data obtained were analysed using SPSS and Amos statistical package programs. As a result of the analysis, it has been determined that Internet Service (IS) and Employees (C) factors have an effect on Brand Loyalty (MB) and Customer Satisfaction (CS), Price (F) factor has an effect on Customer Satisfaction (CS), service quality factors have no effect on Switching Cost (DM) and Customer Satisfaction (CS) and Switching Cost (DM) have an effect on Brand Loyalty (CS).