ERCİŞ, Aysel Atatürk Üniversitesi - İktisadi ve İdari Bililmler Fakültesi - İşletme Bölümü, Turkey , DAĞCI BÜYÜK, Hatice Atatürk Üniversitesi - Sosyal Bilimler Enstitüsü - Üretim Yönetimi ve Pazarlama Anabilim Dalı, Turkey

THE EFFECTS OF CUSTOMER VALUE, CUSTOMER SATISFACTION, CUSTOMER LOYALTY AND WORD OF MOUTH COMMUNICATION IN DISCOUNT MARKET

36891

The purpose of this study is to determine the effect of customer value, customer satisfaction, customer loyalty and word of mouth advertising in discount marketing. A customer satisfaction survey has conducted among 313 consumers in Rize and tried to determine the influence of the value which perceived by customers to discount markets in terms of creating customer satisfaction, customer loyalty and word of mouth communication. According to obtained results, it comes out that customer satisfaction, customer loyalty and word of mouth communication have an influence of creating on customer satisfaction in functional customer value, social customer value and perceived sacrifice which are the size of customer value.

527

Customer Value , Customer Satisfaction , Customer Loyalty , Wom

Journal Of Economics and Administrative Sciences, Ataturk University

544