BRAND LOYALTY IN CREATING RELATIONSHIP MARKETING PRACTICES: A STUDY ON GSM OPERATORS

Abstract

Nowadays in all sectors "The only thing that does not change is the change itself." thought is dominant. And with this idea, the ever-changing competitive environment has become more customer-oriented than pro-duct-oriented. In this context, enterprises develop strategies. Relational marketing, one of the new para-digms, is based on the strategy of establishing and maintaining long-term relationships with the client. There are two issues to be emphasized by the managers of GSM operators who use relational marketing applicati-ons (gifts, discount applications, points, cards, etc.) to make their businesses efficient, productive and profi-table when using these applications. These; to create customer and brand loyalty. Brand loyalty; A brand that has gained the loyalty of consumers has realized all of these, as it is a very broad concept that covers brand awareness, brand recognition and brand awareness processes. The return of this situation to the customers while providing a long-term opportunity to reach, more and more consumers are able to reach at a low cost. In this context, because we believe that relational marketing practices have an impact on brand dependence and that GSM operators that appeal to all consumers from small to large are in an effort to create brand de-pendence; In this study, the effect of relational marketing practices in brand loyalty was analyzed by applying face-to-face questionnaire to 280 consumers in Karabük province and the data were analyzed with SPSS 18.0 program and the results were interpreted in the light of established hypotheses.