Despite the mentioned importance of after sale services and product guaranties as reliable tools ensuring to protect the consumer base, their effects on brand loyalty has remained an unattended issue. The aim of this study is to establish a theoretical and empirical basis providing a comprehensive insight into the regarded effects on brand loyalty. According to the aim, the research model based on the theoretical review was developed and Partial Least Squares (PLS) procedure was utilized to confirm the model structure. The findings suggest that after sale services and guaranties have direct and indirect influences on the main determinants of brand loyalty.
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Alan : Eğitim Bilimleri; Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Uluslararası
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