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Research Paper | Management | Turkey | Volume 6 Issue 6, June 2017

The Use Of Social Network Websites for Retaining Customers in Turkish Companies

Ilgar Asgarli | Dr. Burcin Kaplan ^[2]

Abstract: This study identifies Turkish companies perceptions towards retaining customers by using Social network websites. This exploratory research utilized qualitative research method semi-structured in-depth interview in order to achieve more detailed information in terms of Turkish companies. The literature review in Section Two explored the previous study sources and theories related to SNW, customer loyalty, customer trust and brand awareness. Section Three summarized usage of the in-depth interview in the study. In Section Four key findings is described and in Section Five discussion and results related to these findings is outlined. Major findings in four Turkish companies show that usage of SNW in a proper way could lead the company to increase customer trust, to develop brand awareness and make the current customers loyal to the company. This study could be helpful for future researchers and it could be beneficial for both academics and practitioners.

Keywords: Social network websites, customer loyalty, customer trust, brand awareness, customer satisfaction, retaining customers, company, customer, perception

Edition: Volume 6 Issue 6, June 2017,

Pages: 366 - 369