Özet:

Brand loyalty which is defined as customers buying tendency of a specific brand regular and consistent is a concept attracting intensive attention in marketing literature. The purpose of this study is to determine the factors effecting customer loyalty in GSM operators sector. The study consists of two main parts. In literature search part where it is tried to draw conceptual framework, brand and brand loyalty definitions are described and the importance of brand loyalty for business firms is mentioned. In same part, definitions of the factors which are thought to effect brand loyalty are made. Measuring of relations between brand loyalty and the factors which are presented in theoretic part of this study is provided by the questionnaires applied on 952 university students. Analyse of the questionnaires takes part in second part. As a result of research it ensued that brand image, brand reliability, customer satisfaction, perceived value, conversion cost and perceived quality factors have significant effects on brand loyalty. Especially customer satisfaction, perceived value and brand reliability came out as most important factors in constituting brand loyalty. In conclusion part suggestions are presented to business administrators, marketing experts and marketing researchers by evaluating of these relations

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