Özet:

After-sales service quality is an important area that provides confidence in using brand products and services. As a result of the evaluation of the products by the customer, variables such as price and product/service quality create customer loyalty over time by acting as an intermediary. Customer retention is another stage in the process that starts with the customer satisfaction stage and is an essential step for achieving customer loyalty. The way for brands to ensure customer loyalty is through after-sales services, customer satisfaction and customer acquisition policies. In the white goods sector, where the competition between brands intensifies Decently, the quality of after-sales service plays a vital role in ensuring customer loyalty. In this process, customer satisfaction and especially customer retention are also adequate. During the data collection process in the study, the data collected from 865 participants from the Marmara region were evaluated by SPSS Process Tool impact analysis. According to the research findings, it has been revealed that the perceptions of the after-sales service quality of the research participants positively affect both the satisfaction and loyalty of the customers. It is seen that the quality of after-sales service positively affects customer loyalty, and there is an intermediary effect of customer satisfaction and customer retention in this relationship. The research findings are expected to guide businesses and those wanting to do academic work.

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