The relationship between the quality of the service and the addiction of the brandmark: An application i̇n i̇ntercity passenger transport sector

Reasons such as technological developments and increasing level of welfore caused changes in the wishes and expectations of customers. Nowadays, the main goods of business is to win costumers who are tied to their brands. Each business aims to be a piancer in its sectors by developing different strategies from competing companies in order to create brand loyalty. An important way to became a leading company in the sector and to achieve a competitive advantage is the quality of each product produced or service. The main aim in this study is about the relationship between the quality of the service and the addiction of the brandmark. The other aim is indicating whether this relationship differ according to the demografic features or not. While we have detailed information about the quality of the service at the first phase of the study, we have info about the addiction of brandmark at the second phase. Also, at the third phase, there is a questionaire, implemented face to face on 250 university students, aimed to examine the relationship between the service quality and brandmark addiction; and also aimed at showing whether this relationship results in any difference related to demografic features. As a result of the study, a positive relationship was found between service quality and brand loyalty.