EFFECTS OF SERVICE QUALITY ON CUSTOMER SATISFACTION, TRUST, CUSTOMER LOYALTY AND WORD OF MOUTH: AN APPLICATION ON CARGO COMPANIES IN GÜMÜŞHANE

Although products and services are expressed as similar in the definition of modern marketing, services vary from products as feature. These differences emerge more clearly in today's competitive market. Inherent characteristics of services also differentiate marketing of them. Especially conce...

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Bibliographic Details
Published inParadigma: Journal of Economics & Management Research Vol. 6; no. 12; p. 81
Main Author YILDIZ, Emel
Format Journal Article
LanguageEnglish
Published Gümüşhane Faculty of Economies and Administrative Sciences of Gümüşhane Üniversitesi 01.12.2017
Subjects
Brand loyalty
Business education
Cargos
Customer relations
Customer satisfaction
Customer services
Empathy
Loyalty programs
Marketing
Quality of service
Regression analysis
Retail banking
Shipping industry
Word of mouth advertising
Turkey
Gumushane Turkey
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Summary:Although products and services are expressed as similar in the definition of modern marketing, services vary from products as feature. These differences emerge more clearly in today's competitive market. Inherent characteristics of services also differentiate marketing of them. Especially concepts such as quality, trust and satisfaction have become more important. The purpose of this study is to examine the effects of service quality on customer trust and customer satisfaction; customer trust and customer satisfaction on loyalty and loyalty on word of mouth. In the concept of the study cargo companies operating in Gümüşhane are examined and questionnaire applied to 460 customer of this cargo companies. Validity and Reliability of scales are tested by Cronbach’s Alpha and Factor Analysis. Then hypothesis are tested by Structural Equation Modelling. As a result, it is found that service quality has positive effect on satisfaction and trust; satisfaction and trust have positive effect on loyalty and loyalty affect word of mouth positively.
ISSN:2822-5570