Çok Uluslu Network İşletmelerin İlişkisel Pazarlama Uygulamalarının Müşteri Memnuniyeti Ve Sadakatine Etkisi
The Impact of Relationship Marketing Practices on Customer Satisfaction and Loyalty of Multinational Network Businesses

Summary/Abstract: Purpose – This study aims to examine the impact of relationship marketing practices on customer satisfaction and loyalty in multinational network businesses. Specifically, the effects of relationship marketing components such as trust, communication, and competence have been analyzed through surveys conducted with customers of companies operating in the cosmetics sector, including Avon, Farmasi, and Oriflame. Design/methodology/approach – A quantitative research approach was employed, and a survey study was conducted. A total of 390 participants were asked questions to measure their demographic characteristics and attitudes toward relationship marketing components. The data were analyzed using SPSS and AMOS software, and the results were evaluated through Mann-Whitney U, KruskalWallis, and PATH analysis. Results – The components of trust, communication, and competence were found to have statistically significant effects on customer satisfaction. Additionally, customer satisfaction was identified as having a strong impact on customer loyalty. Male participants exhibited higher levels of customer loyalty compared to female participants. The findings also revealed no statistically significant differences in customer satisfaction and loyalty across different income levels. Discussion – Relationship marketing strategies have been found to play a critical role in enhancing customer satisfaction and loyalty. The study's findings indicate that trust and communication are key elements in establishing long-term customer loyalty. Trust is directly linked to the organization's ability to fulfill its commitments to customers and strengthens customer attachment. Similarly, effective communication contributes to solidifying relationships by ensuring that customers' expectations are understood and met. The results of this study are expected to contribute to the development of innovative and actionable strategies aimed at improving customer satisfaction and loyalty, particularly for multinational cosmetics companies. These strategies are anticipated to enable businesses to achieve sustainable success in competitive markets.

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