Abstract
Effect of Customer Service Applications to the Customer Loyalty in Shopping Centers: Application in the Province of Eskişehir
The concept of customer recently is the starting point of marketing activities and
indispensable in the business world. At today’s increasing competitive business world,
in terms of businesses financial and concrete criteria are inadequate as an indicator of
efficiency. Customer service activities will be key criteria which is demonstrating different
and distinguished from rivals for businesses and the fundamental factor in determining
success of businesses. The purpose of this study is to determine the effect of customer
service applications on customer loyalty in retailing industry. The data at analyzing
model, was determined with convenience sampling and collected via questionnaire. The
effect of determiners were measured with the collected data from 384 customer over 18
years old in Eskişehir. Supplemental statistics, t-test, one sampling t- test, factor analysis
and correlation analysis, were utilized at analyses. It was detected positive relation
between stimulated customer services, customer services about children, customer
services corresponding shopping mall and customer loyalty. The most affected activities
for customer were detected as “products under guarantee”, “clean shopping mall”,
“short waiting time at check out” and “genial worker” among customer services in the
shopping mall. It was revealed while customer services related to children had significant
difference in gender sub-dimension between customer service sub-dimensions, customer
services related to children and shopping mall had significant difference in marital status
sub-dimension.
Keywords
Customer Service, Customer Loyalty, Shopping Center
