Abstract

One of the factors that play a determining role in the success of today’s companies is the trust given by individuals to companies and the commitment that individuals feel towards these companies and their products as a result of this trust. This situation determines the structure of internal control system policies. The purpose of this study is to identify the relationship between brand loyalty, satisfaction and commitment of consumers with the help of structural equation models (SEMs). The data obtained from a survey of 300 consumers residing in Antalya was analyzed. The research shows that consumer satisfaction has a direct effect on commitment and an indirect effect on brand loyalty and that commitment directly affects brand loyalty.  

Key words: Brand loyalty, satisfaction, commitment, structural equation modeling, AMOS.