Abstract:

Customer is the most important part for firms to continue their activities. Companies not only want to retain their customers, but they also want to provide services to potential customers by increasing their market shares. At this point, recommendation intention of existing customers, which is one of the most important advertising tools, is of great importance. Customers are more likely to recommend their friends, families and surroundings the company if they are satisfied and get customer value. In this perspective, this study is aimed to examine effect of customer satisfaction and customer value on recommendation intention according to demographic variables in the telecommunications sector in Turkey. Data were collected from generation Y and Z participants in Alanya district. Firstly, factor analysis of the scales was performed to use in the regression model. Regression model was established for Y and Z generations, t-test and ANOVA analyzes were carried out according to other demographic variables. According to the correlation results, there is a strong and positive relationship between customer satisfaction (0.83) and customer value (0.77) with recommendation intention in the context of generation Y. There is a strong and positive relationship between customer satisfaction (0.80) and customer value (0.74) with the recommendation intention in the context of generation Z. In the generation Y context, it has been determined that customer satisfaction (0.58) and customer value (0.31) have an effect on the recommendation intention. In the context of generation Z, it has been determined that customer satisfaction (0.57) and customer value (0.31) have an effect on the recommendation intention. According to the findings, the perceptions of women in terms of service quality, positive word-of-mouth about the operator and being proud of telling others about the operator are higher than male.

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