Farhad SULTANOV, Namık HÜSEYİNLİ, Tahire HÜSEYİNLİ

ANALYSIS OF THE CITIZENS OF AZERBAIJAN CONCERNING TURKISH TEXTILE AND APPAREL GOODS FROM THE PERSPECTIVE OF CUSTOMER SATISFACTION

Textile and apparel sector is an important sector for Turkey. In this sense, the perceptions and satisfaction of the target customers in terms of sales of textile and apparel products in both European and regional countries are of interest to investors. The main purpose of this study is to measure the impact of marketing decisions carried out by companies operating in the Turkish textile and apparel sectors on customer satisfaction. In this respect, the survey applied to the citizens of Azerbaijan tried to determine the effect of marketing mix on customer satisfaction in textile and garment sectors. In addition, the effects of age, marital status and personal income on satisfaction of Azerbaijani citizens in terms of Turkish textile and apparel products and brands were examined. Standardized regression coefficients have a statistically significant effect of Place dimension on customer satisfaction and affect customer satisfaction positively. It was observed that promotion dimension did not have a statistically significant effect on customer satisfaction. As a result of the analysis, it was seen that product dimension had a statistically significant effect on customer satisfaction and had a positive effect on customer satisfaction. As a result, it has been concluded that the satisfaction of consumers of Turkish textile products in Azerbaijan is affected by Place and product related variables, but it is not affected by promotion.

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