EFFECTS OF CUSTOMER ENGAGEMENT BEHAVIOR ON CUSTOMER LOYALTY

In this research, personal caring service field consumer are analyzed consumer behavior participation effect of the customers loyalty. This research is considered as a descriptive study, personal caring service consumers structured questionnaire administered data was obtained by convenience sampling method. In data analyze, data was obtained with factor analysis, hypothesis testing was performed with regression analysis. According to the results obtained from the research; customer engagement behavior positively affects the of the behavioral and attitudinal loyalty. And attitudinal loyalty positively affects behavioral loyalty. In enterprises providing personal care services, the effect of customer participation behavior on customer loyalty is examined. In this process, firstly literature based evaluations are given and interpretations are made according to the analyzes made for the variables discussed later.Suggestions are provided to practitioners and future studies. Research is an exploratory research.Survey was used as data collection tool in the research.The questionnaire was formed in two parts in order to measure the effect of demographic variables and customer participation behavior on customer loyalty. Customer participation behavior is examined in four dimensions; information seeking, information sharing, responsible behavior, personnel communication.Customer loyalty is examined in two dimensions as loyalty and behavioral loyalty.Dimensions of customer participation behavior in research Yi and Gong, (2013); Attitude and behavioral loyalty are adorned from the work of Kuikka and Laukkanen, (2012). Expressions in the scales were evaluated as "I definitely agree - 5 I definitely do not agree" as the five-point Likert scale. It has been found that customer participation behaviors positively affect loyalty and behavioral loyalty, whereas attitudinal loyalty affects behavioral loyalty positively. As a result of the data obtained within the scope of the research; All hypotheses have led to the conclusion that accepted customer participation behavior positively affects behavioral loyalty and attitudinal loyalty positively affects behavioral loyalty.

Keywords:

Loyalty, Customer Participation Behavior, Customer Loyalty Contingent Loyalty, Behavioral Loyalty,

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