The relationship among value congruency, customer-company identification and customer loyalty: An empirical study.

The purpose of this study is to determine the relationship among, value congruency, customer-company identification and customer loyalty. Furthermore, the direct effect of value congruency on customer loyalty and the mediator effect of customer-company identification between value congruency and customer loyalty are explored. Within this context, a theoretical model is offered. The target of audience of this research is bank customers who are over 18 years and lives in Ankara. 393 reliable and usable surveys have been gathered for this study. As a result of the analysis it is observed that there is a positive relationship between, value congruency customer-company identification and customer loyalty. Moreover there is a significant direct effect of value congruency on loyalty. But, the mediation effect of customer-company identification between value congruency and customer loyalty is found stronger. According to the findings of this study proposed mediation model is supported.