A Study on Customer Loyalty to a Brand: A Case of Turkcell and Telsim Telecommunications

The aim of the study is to investigate customer loyalty determinants among telecom subscribers in Famagusta, in the Turkish Republic of Northern Cyprus. The research method used was descriptive design, Simple Random Sampling was employed for the study. Primary data was obtained through questionnaires 200 questionnaires were self-administered by the researcher to the consumers of the telecom providers and 189 were recovered. Correlation and Ordered Logistic Regression was used to check the relationship between the variables. The findings identify: Service quality, Customer Satisfaction, Value-added services, Trust and Switching cost as having significant positive relationship with customer loyalty. In addition, brand image had a positive relationship but it was statistically insignificant. The most obvious finding from this study is that; customer satisfaction and trust are the key determinants of predicting customer loyalty.