Abstract:

As the number of supermarkets in the retail sector is increasing today, with the increased competition, are entering various marketing activities. When considering the processes evolving from the past to the present time, it appears that the concept of communication enters the marketing element with a constantly increasing value. With the combination of the concept of communication with the marketing elements, the concept of Integrated Marketing Communication (BPI) emerged. A consumer-centered marketing idea is a marketing strategy that canalizes the consumer to the idea of buying, creates brand loyalty and consciousness in the consumer, increases the consumer's commitment to the brand, connects new consumers to the brand or retains existing customers, a marketing strategy that aims to reach the consumer by developing the customer relationship management elements. Customer loyalty is one of the most important objectives of the BPI concept. Customer loyalty, the frequency of preference of a good or service, can be defined as the frequency of being the customer of the service concerned. In this study, the BPI activities that the supermarket chains in the Alanya district have done, have been asked to study the impact on customer loyalty. For this purpose, 300 supermarket chain clients surveyed online and in the form of direct interview, the relevant survey was analyzed through the implemented survey. As a result of the findings obtained, the supermarket chain enterprises have found that the BPI applications they implement have a positive and meaningful impact on customer loyalty.