Sevtap ÜNAL, Hatice Dağcı BÜYÜK, Hatice AYDIN

Perakende Akaryakıt Sektöründe Marka Sadakatine Etki Eden Faktörlerin Belirlenmesi Üzerine Bir Araştırma / A Research on the Factor Affecting of Brand Loyalty in the Retail Fuel Sector

Öz: 20. yüzyılın başlarından itibaren üretim ve tüketim biçimlerinde yaşanan hızlı

Anahtar Kelimeler:

Marka Sadakati, Perakendecilik, Akaryakıt Sektörü

At the begining of the twentieth century, the rapid manners of production and consumption developments and changing enhanced competition in the fuel oil sector as well as in all sectors. In the fuel sectors to counter competition, retraining customers and creating a loyal customers are, among the important issues. The loyal customers of fuel oil companies are not only ensure warranty sales but also describe the cost. The study tried to determine the factors affecting brand loyalty in the fuel sector. The research had carried out through face-to-face survey, who got service consumers at gas stations in the central district Erzurum. Following the research, the brand image, brand reputation, brand liking, brand satisfaction, position of the gas station effective to built up the trust and loyalty, were determined.

Keywords:

Brand Loyalty, Retailing, Fuel Sector,

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