The Effect of Service Quality and Offered Values on Customer Satisfaction and Customer Loyalty: An Implementation on Jewelry Industry

Today, with the development in technology and the increase in rivalry, it is required for businesses to look for the ways to have long- lasting and ever-lasting relations with their customers based on confidence in order to obtain and keep their customers. Businesses, by preserving their present customers and learning more about them, can have long and ever lasting relationships with their customers, gain new customers through the oral advertisements of their present customers and get the edge over rivalry. At this point, relational marketing has its own place in marketing strategies as one of the top priorities in competitive conditions; it also appears as a strategy aiming at having high income as well as ensuring customer satisfaction through the quality of goods and the service and developing long-lasting and permanent relations by offered values. The most important and long term objectives of businesses replacing the service quality as the focus in marketing are to make customers prefer their businesses again and to increase the customer value by creating customer satisfaction and loyalty.

In the implementation part of the study, what is studied is the effect of the service quality as a component of relational marketing strategies being implemented by jewelers; and the satisfaction and the loyalty within the offered values of customers who have bought gold/jewelery from the jewelry stores in Konya.

As it is vital for businesses during implementation to know about the effects of the service quality and relational marketing implementations accepting the offered values factors as a key component in creating customer satisfaction and loyalty, it will be an advantage for them to see their investments made to the relationships not as an owning cost but as an executive strategy that will enable a value of return.