EXAMINING THE MODERATOR EFFECT OF SENDER CHARACTERISTICS ON THE RELATIONSHIP BETWEEN SERVICE PERFORMANCE AND CUSTOMER LOYALTY IN THE CARGO TRANSPORTATION SERVICE SECTOR

Customer loyalty holds great importance for many sectors. The main objective of this study is to determine the moderating factors in the relationship between service performance and customer loyalty. In this context, factors such as the shippers' gender, age, type of cargo usage, whether they have cargo agreements, and their average monthly number of shipments were examined for their effects on the relationship between service performance and customer loyalty. According to the analysis results, it was found that the gender factor does not have a moderating effect. However, age, type of cargo usage, having a cargo agreement, and the average monthly number of shipments were found to have moderating effects. These results provide important guidance for cargo service providers regarding which factors they should focus on to enhance customer loyalty. The findings of this research are strategically significant for companies in the cargo sector aiming to gain a competitive advantage and increase customer satisfaction.