PERSPECTIVES OF THE MANAGERS IN THE TELECOMMUNICATION SECTOR ON CUSTOMER LOYALTY

Year 2018, Volume: 3 Issue: 2, 73 - 86, 17.05.2018

Hilal Çelik , Murat Güler

Abstract

Companies look for ways to increase customer loyalty through various strategic studies and CRM applications. İn companies' growth, loyalty programs play a key role in achieving their goals and increasing their profitability. For this reason, it is considered that the evaluation of customer loyalty, which is a part of client relations, is important in the research.

The aim
of this research was to identify the customer loyalty and describe the
strategies and tools of the companies while creating customer loyalty in
Turkish GSM İndustry. In Telecommunication İndustry, it is important to
identify the factors that are effective in creating customer loyalty and
understand the strategies applied by companies while creating loyalty. In the
study, the results of the interviews with the primary directors were obtained.
The results reveal that customer protection is crucial for companies seeking to
acquire customers and establish good relationships with customers, targeting
competitive advantage and sustainable profitability.

Keywords

Telecommunication Sector, Customer Loyalty, Managerial View, Customer Relationship Management, Strategic Management.

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