BRAND LOYALTY IN CREATING RELATIONSHIP MARKETING PRACTICES: A STUDY ON GSM OPERATORS

Nowadays in all sectors "The only thing that does not change is the itself." thought dominant. And with this idea, ever-changing competitive environment has become more customer-oriented than pro-duct-oriented. In context, enterprises develop strategies. Relational marketing, one of new para-digms, based on strategy establishing and maintaining long-term relationships client. There are two issues to be emphasized by managers GSM operators who use relational marketing applicati-ons (gifts, discount applications, points, cards, etc.) make their businesses efficient, productive profi-table when using these applications. These; create customer brand loyalty. Brand loyalty; A gained loyalty consumers realized these, as it a very broad concept covers awareness, recognition awareness processes. The return situation customers while providing opportunity reach, able reach at low cost. because we believe practices have an impact dependence appeal from small large effort de-pendence; study, effect was analyzed applying face-to-face questionnaire 280 Karabük province data were SPSS 18.0 program results interpreted light established hypotheses.