Özet:

Increased competition has made the matter of customer loyalty more important. Creating a customer crowd connected to the business passes through customer satisfaction. Those who are satisfied with the product they buy will be a loyal customer of the company. Factors such as product quality, image, price affect customer satisfaction. The aim of this study is to identify the factors that provide customer satisfaction and to figure out the relationship between customer loyalty and satisfaction. In this direction, the concepts of loyalty and satisfaction are explained and the correlation between them is shown. In the study, a survey was implemented on car users, the relationship between the factors that determine the perceptions of consumers about customer loyalty and satisfaction was tried to explain using the ordinary variable structural equality modeling. The findings show that the tool and independent variables included in the research model are sufficient, and that factors such as quality, price and image have an impact on customer satisfaction, and that satisfaction leads to customer loyalty.

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