Abstract
The Effects of Relationship Marketing on Relationship Quality: A Study on the Mobile Telephone Users in City of Kars
The relationship marketing has been used actively to create diversification in current marketing conditions in which the diversification has been becoming very difficult. Especially the GSM sector performing a rapid development in the last ten years is an area in which the relationship marketing methods have mostly been used. In this study conducted on the customers of GSM operators random sampling method was used, the data were collected using a questionnaire. The data were analyzed by using SPSS and LISREL programmes.It was found out that the service quality and the company image of relationship marketing methods effect the customer satisfaction and confidence positively. However it was understood that the price perception do not effect the customer satisfaction and confidence, and also the brand image had a negative effect on the customer satisfaction and confidence. As a result of this study it was clearly understood that the satisfaction, one of the relationship factors was the most important factor effecting the customer loyalty.
Keywords
Relationship Marketing, Service Marketing, Customer Loyalty, Customer Satisfaction, Customer Confide
