The use of social network websites for retaining customers in Turkish companies

This study identifies Turkish companies perceptions towards retaining customers by using Social network websites. This exploratory research utilized qualitative research method semi-structured in-depth interview in order to achieve more detailed information in terms of Turkish companies. In the beginning of the study theories related to Social network websites, customer trust, customer loyalty, brand awareness and previous researches related to topic is described. Major findings in four Turkish companies show that usage of Social network websites in a proper way could lead the company to increase customer trust, to develop brand awareness and make the current customers loyal to the company. The websites Facebook, Twitter, Instagram, LinkedIn and recently applications Whatsapp and Telegram help companies a lot for this purpose. Photos, videos and promotional advertisements are creating most user engagement in Turkish companies and they are doing different activities through Social network websites, like finding potential customers, using news channel in their own Social network websites, marketing promotions, customer feedback by messages and comments, doing brand management, increasing customer satisfaction. All these activities and including usage of Social network websites for addressing customer problems, usage of hashtag marketing and competing with their opponents by using Social network websites leads companies to gain customer trust, to do brand awareness, to make them loyal to companies which at the end results with customer retention.