YEREL PAZARLARDA TÜKETİCİLERİN GSM OPERATÖRLERİNİ ALGILAMALARINI BELİRLEMEYE YÖNELİK BİR ÇALIŞMA

Abstract

As a result of advances in the field of technology, mobile communication sector has been growing very fast compared to other areas. Enterprises which are operating in the sector, are faced with the risk of inability to recognize a set of details at the local level, while continuing its marketing activities on a national scale in orderto increase the number of subscribers. In sector there is high tendency to change operator, and so it is important to know the factors that led customers to this change and planning marketing activities in this direction. The main objective of this study is determining the the perception of enterprises by the consumers at the local level and providing the information that enterprises need on this issue. After data analysis it was determined that consumers are evaluating operator enterprises in four different dimensions: the quality of gravity, satisfaction, loyalty and sense of justice. According to these dimensions and also by the level of education and age of the consumers it is determined that there are differences in perception of enterprises among the provinces.