Özet:

The aim of this study is to examine the effect of five dimensions of service quality on customer satisfaction and loyalty. Accordingly, it is aimed to evaluate the marketing performance of the apparel firms operating in Turkey and to understand and rate the customer problems that arise after performing the semi-structured interview technique with apparel customers. After the interviews, the survey form was prepared. In addition to the demographics of the survey form, there are twenty-two statements containing service quality dimensions, four statements containing customer satisfaction and loyalty, and twenty-six statements in total. In addition, the problems arising from the semi-structured interviews with the customers were reflected in the general statements and it was requested from the statements to select the option reflecting itself. The data obtained from the demographic characteristics of participants four hundred determined with the help of frequency analysis, frequency analysis of demographic characteristics of apparel firms in Turkey after the determined operating frequency descriptive analysis was conducted to determine the level of customer satisfaction. In general, it was concluded that the customers were satisfied with the apparel firms in Turkey. To determine the relationships between service quality and customer satisfaction was used correlation analysis and to determine the effects of service quality on customer satisfaction was used regression analysis. It has been determined that there is a relationship between service quality and customer satisfaction and that service quality is effective in ensuring customer satisfaction. 

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