The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market

Purpose Corporate image, perceived service quality, trust and customer switching costs are the major antecedents of customer loyalty, and loyal customers may buy more, accept higher prices and have a positive word‐of‐mouth effect. Also we know that the cost of selling to new customers is much higher than the cost of selling to existing customers. Although this fact is apparent to everyone, many companies are still losing customers at a formidable rate. In this context the main aim of this paper is to examine the relationships between these factors and customer loyalty, and the relationships among these factors in the Turkish GSM sector. Design/methodology/approach Data was obtained from 1,662 mobile phone…