The Role of Customer Satisfaction Variables in Gaining Customer Loyalty: A Case Study of Isis Hotel & Spa in Turkey

[[abstract]]Tourism is growing around the world every day. For each vacation destination in the world, there are several accommodation alternatives. Customers have to make a choice of only one for their current vacations. When customers are finished with their holiday and are not satisfied, they will look for different hotels next time for their vacation. If they are satisfied, they will return again, resulting in customer loyalty. This thesis reports the findings of a study that examines the determinants of customer satisfaction in the hospitality industry in Turkey. The purposes of this study are to investigate (1) the most influential factors in gaining customer satisfaction and customer loyalty; (2) the relationship between customer satisfaction and customer loyalty; (3) any possible differences between Turkish and non-Turkish visitors in terms of customer loyalty and customer satisfaction; and (4) any possible differences between males and females in terms of customer loyalty and customer satisfaction. With the data collected from Isis Hotel & Spa in Turkey (from 2007 to 2011), the research questions were tested through the Statistical Package for the Social Sciences (SPSS). The modelling results are discussed with Regression analysis and ANOVA. This study reports on the results of the relationship between customer satisfaction and customer loyalty. The findings emphasize the importance of various departments involved in a vacation destination such as front office, housekeeping, food/beverage, and so on. The results of this study underscore the positive effect of customer satisfaction on customer loyalty. Such findings will benefit the marketing strategies for resort hotels in general and particularly for Isis Hotel & Spa.Keywords: Customer satisfaction, customer loyalty, hotel industry, front office, housekeeping, safety/security, leisure activities, food/beverage, Isis Hotel & Sp