MEMİŞ, Salih Giresun Üniversitesi - Sosyal Bilimler Meslek Yüksekokulu, Turkey , CESUR, Zafer Sakarya Üniversitesi - Ali Fuat Cebesoy Sosyal Bilimler Meslek Yüksekokulu, Turkey

THE RELATIONSHIP OF PERCEIVED SERVICE QUALITY AND BRAND LOYALTY: A RESEARCH ON BUS COMPANIES MAKING INTERCITY PASSENGER TRANSPORTATION

32665

Businesses aim to get a competitive advantage in order to create brand loyalty by developing various strategies differentiating from their rivals. One of the most important elements of getting a competitive advantage is the fact that a quality of product is able to be created. As quality case causes different perceptions from person to person, its measurement is not easy. Understanding and measuring the quality concept is more difficult especially for the businesses are in the service sector than the businesses producing physical products. This study surveys the relationship between service quality and brand loyalty. According to the study results applied on 552 customer in the sector of passenger transportation, the fact that positive change in the perceived service quality affects (increases) brand loyalty and its level has been determined

453

Brand loyalty , Service quality , Passenger transportation

Celal Bayar University Journal Of Social Sciences

484