Özet:

Companies need to earn new customers while keeping their existing customers satisfied and obtained to continue their lives. At this point, the importance of marketing practices is revealed. Marketing is a field where different concepts are applied from the past to the present day. One of these concepts is the relationship marketing concept. Relational marketing helps companies satisfy their customers while also making them a loyal customer. In this context, are oriented towards relational marketing activities. Relational marketing activities are found in companies that offer services such as banking, insurance. The rapid development of the telecommunications industry, one of today’s developing markets, and the services offered to customers have begun to make this industry a field of research. When the literature is studied, it is seen that the issue of relative marketing in the telecommunications sector is studied at a limited level. Therefore, this research is aimed at determining the impact of relative marketing dimensions in the GSM industry on customer loyalty and also the instrumental role of customer satisfaction in this effect. Data was collected through the survey from university students who are studied at the pre-Bachelor and Bachelor level. According to hierarchical regression analyses, relative marketing dimensions play the instrumental role of customer satisfaction in influencing customer loyalty.

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