The Effects of services quality on customer loyalty and Tansaş supermarket operations in application

Quality; it showed itself in big proportions in business life in 1990s. While qualityis improving the quality of the product, it also made it possible to produce the faultyproduction to minimum. This waywith quality it is possible to produce better quality productswith less cost.Service quality; it is described as a comparision between customer expectationsand service performance. The customer expectations are effected by elements theadvertisments, using the service before, information conveyed by the customers who has usedthe service before, and culture. These elements can be controlled. Besides these kind offactors which can be controlled, uncontrollable factors like the behaviour of the consumers,organisation climate, the effects of competitors and things like performance are also effectiveon the service performance.In this work which I am offering as my postgraduate thesis, I tried to study theeffects of the service quality on customer loyalty and how this effects the consumerbehaviour.Customer loyalty; it is described as under the circumstances where the customerchoice may change and despite marketing efforts customer continuing to buy the services andgoods which they?ve bought before, again becoming the loyal customer of the same business.Finally; in the supermarket operations the effects of service quality on customerloyalty has been studied and fort his study the application work has been realised in TansaşSupermarket Organizations in Aydın.