The Effects of Customers' Lifestyles and Values, Voluntary Simplicity, and Service Quality Perception on Customer Satisfaction and Loyalty
Ümit KARA, Necmiye Tülin İRGE

Abstract
Purpose – This study aims to determine the effects of consumers' lifestyle and values, voluntary simplicity, and service quality perceptions on their satisfaction and loyalty. Design/Methodology/Approach – In this study, the sample consists of 722 consumers who live in Istanbul and shop for ready-made clothing. Customer satisfaction and loyalty were considered as the dependent variable, and the lifestyle and values of the consumers, voluntary simplicity, and perceived service quality as the independent variable.As a result of the Exploratory Factor Analysis (EFA) applied to the data obtained in the research, the factors were successfully reduced; then, Confirmatory Factor Analysis (CFA) was performed to investigate construct validity; the goodness of fit tests yielded positive results; finally, Structural Equation Model (SEM) was estimated to determine the relationships compared to the measurement model. Results – As a result of SEM, lifestyles and values affect customer satisfaction and customer loyalty in a statistically significant positive direction (positive relationship).If the perception of lifestyles and values increases by 1 unit, the perception of customer satisfaction increases by 0.192 units, and customer loyalty increases by 0.491 units. When the coefficient sizes are considered, the perception of lifestyles and values affects customer loyalty more. Voluntary simplicity perception affects customer satisfaction and customer loyalty in a statistically significant positive direction (positive relationship).If the perception of voluntary simplicity increases by 1 unit, the perception of customer satisfaction increases by 0.763 units, and customer loyalty increases by 0.741 units.Considering the coefficient sizes, the perception of voluntary simplicity affects customer satisfaction more. Service quality perception affects customer satisfaction and customer loyalty in a statistically significant positive direction (positive relationship). If the perception of service quality increases by 1 unit, the perception of customer satisfaction increases by 0.653 units, and customer loyalty increases by 0.640 units. Discussion – The biggest impact on customer satisfaction and loyalty comes from the perception of voluntary simplicity. Next comes the perception of service quality, and finally, the perception of lifestyles and values. In the literature, a limited number of studies were found on these variables.The study can be extended to different sectors and different samples.

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