Özet:

As a result of the increasing competition in a rapidly changing world, companies are looking for ways to establish a sustainable relationship with their customers. As a result of changing consumer behaviors, now it requires more efforts from the firms’ perspective in order to establish long-lasting relationships with customers. In order to establish longer-term relationships with customers, businesses need to adopt a customer-oriented business philosophy. Hence, these multidimensional relationships with customers are extremely important in the formation of the future of the company. In this study, it is aimed to examine the relationship between customer satisfaction, store affect, customer loyalty and word of mouth marketing concepts, which are thought to play a role in establishing a close relationship between businesses and customers. In the context of the research, SPSS 20.0 package program was used in the analysis of the data obtained from 486 retail customers with purposive sampling technique. Pearson linear correlation analysis and PROCESS procedure were used as descriptive statistic for the analysis of data. The findings show that both store affect and customer loyalty variable have a partial mediating effect on the relationship between customer satisfaction and word of mouth marketing. As a result, it is seen that the concepts of customer satisfaction, store affect, customer loyalty and word of mouth marketing are related to each other and have a significant effect on shaping the retail preferences of the customers.

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