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

[[abstract]]Tourism is a growing industry worldwide. For every vacation destination in the world, there are several accommodation alternatives. Customers however, have to make a choice of only one spot for their vocations. When customers finished their holiday, if they are not satisfied, next time for their holiday, they look for a different hotel. If they are satisfied, they will come back again, resulting in customer loyalty. This paper reports the findings of a study to examine the determinants of customer satisfaction in the hospitality industry in Turkey. The purposes of this paper are: 1) to investigate the determinant factors on customer satisfaction and 2) to investigate the relationship between customer satisfaction and customer loyalty. Using the data collected from Isis Hotel & SPA in Bodrum, Turkey the research questions were tested through Statistical Package for the Social Sciences (SPSS). The modeling results are discussed using Regression analysis and ANOVA. This paper will report on the results of relationship between customer satisfaction and customer loyalty. The role and influence of major departments (front office, housekeeping, food / beverage, leisure activities and safety & security) in hotel are analyzed and discussed. The findings of this study will benefit marketing strategy for resort hotels