Effect of marketing innovations on perceived value, customer satisfaction and loyalty: A research on GSM sector

In parellel to the fact that the services become an important part of human life, the importance of the service companies has also increased; as a result, the innovations used ine service delivery have started to become s distinct specialty in marketing. In this study, the effect of marketing innovation on perceived value, perceived quality, customer satisfaction and loyalty was investigated. In this context, 1537 GSM subscriber's questionnaires were selected by convenience sampling method. in the province of Istanbul using GSM line. The data obtained from the questionnaires were analyzed through the SPSS program. A simple and multiple regression analysis was used to examine the relationship between variables. According to the results obtained from the analyze made, it has been determined that marketing innovations have a positive and significant effect, with a week relationship between marketing innovations, perceived value, perceived quality, customer satisfaction and customer loyalty.