Özet:

Today, as market dynamics are constantly changing due to the intensive competition, using the pricing policies as a tool for competition in order to keep up with the change and improvements are not solely adequate. Businesses have to follow customer based policies to improve long term relationship quality. This is especially important in industrial markets where price competition is decisive. The construction sector is one of the sectors where competition is most intense. With the construction supervision system starting to settle and the standards in the sector being established, the number of enterprises in the ready-mixed concrete industry is also seriously increasing. In this framework, price policies are not solely enough for competition, improving quality of service and customer relations are becoming the most important elements that create a competitive advantage. Within this context, the aim of the study is to measure the impact of customer perceptions of relationship quality on customer loyalty of Batıbeton Beton San. A.Ş. The study is designed as a descriptive research and survey technique was used as a data collection method. While commitment and atmosphere from the relationship quality dimensions are perceived as the most important dimensions that increase customer loyalty, the level of communication is evaluated as a partial moderator.

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