THE EFFECT OF SERVICE QUALITY OF GSM OPERATORS CALL CENTERS ON BRAND LOYALTY

Abstract

The rate of use of mobile phones has become an important market for GSM operators operating in our country. With the rapid development of technology, the call center services offered by the companies to their customers have gained more importance. Companies now meet almost all requests and needs of the users related to their operators through call centers. In this context, GSM operator firms are obliged to determine a service quality approach in line with the expectations of their customers under increasing internal and external competition conditions and to adopt it to their employees. The service offered by the customers to meet or exceed expectations of an ideal call center is also very important for the success of operator companies as well as for the impact of users on brand loyalty. In this study, the effect of service quality of GSM operators on brand loyalty is determined by SERVQUAL measurement model. With the participation of individuals residing in the center of Erzurum, a total of 400 questionnaires were used in the survey. The data obtained as a result of the questionnaire were analyzed in SPSS 18 statistical program. Frequency distributions of the participants were examined, reliability tests and multiple regression analyzes were performed. As a result of the research, it was concluded that the quality of service had an effect on brand loyalty.