A Zero-Sum Game: Customers’ Switching Behavior In The Turkish Gsm Market - A Neuromarketing Analysis

İngilizce (OpenAlex)

This study aims to measure the emotional responses of existing customers to their GSM operators after exposed to the other GSM operators’ sales promotion campaigns aimed at attracting new customers. The study also aims to measure customers’ brand loyalty towards their GSM operators before and after the exposure to these sales’ promotion campaigns. The emotions of the customers towards GSM operators’ promotions were measured by using a Facial Recognition Software, an eye tracker device and a questionnaire. The results of this study show that even if the customers are satisfied with their GSM operators, they can switch from their current operators when they encounter an attractive offer. Practitioners should focus more on customer retention as opposed to acquiring new customers. Findings indicate that GSM operators should consider their current customers in the long-term in accordance with the damage that targeted promotions may have on them.