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Contemporary Issues with Multidisciplinary Perspectives on Social Science

Edited By Engin ÇAKIR and Yusuf KADERLİ

Social sciences are made up of science disciplines that research humanity, society, and the world with a human dimension, and therefore its domain of influence is also serious and wide. Naturally, the social scientist has the power to influence society with his/her research and writing. This book aims to add the contributions of academicians from different disciplines to the social sciences fields they specialize in the academic literature and to give an idea about new researches. The book contains scientific articles on business, economics, public finance, tourism, and international relations.

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The Antecedents of Customer Loyalty: Nihat Tavsan and Cem Duran

Nihat Tavsan and Cem Duran


Abstract Without a loyal customer base, a business has a significantly less probability of achieving in today’s competitive environment. Being aware of the cold fact, businesses try to foster sustainable relationships with their customers and turn them into a loyal clientele. They heavily invest in loyalty programs to retain their customers. Those companies hoping to create customer loyalty in today’s global market need to be aware that there are antecedents to customer loyalty. Customers do not suddenly become loyal to a company. Several critical factors need to be in place before committing themselves whole-heartedly to one product, service, brand or company. Research has revealed that perceived value, self-congruity, customer participation, customer brand identification, emotional commitment, customer satisfaction and brand trust must all be present to some degree for the customer’s response to be loyal to that brand. Research also shows that companies that take this process seriously have a greater chance of generating a loyal customer base.

Keywords: Customer Loyalty, Self-Congruity, Customer Participation, Customer Brand Identification, Emotional Commitment, Customer Satisfaction, Brand Trust

We are living in the age of convenience and availability. In today’s globalized world, an athlete in Peru can order a pair of shoes from China, or a gardener in Serbia can purchase a lawnmower from Germany. The rules and the nature of commercial competition are becoming more rigid and more challenging. The number of customers in the market is not necessarily increasing; but the number of competitors trying to grab their slice of...

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