THE EFFECT OF PERCEIVED SERVICE QUALITY AND SATISFACTION ON CUSTOMER LOYALTY IN HOTEL SERVICES: A FIELD RESEARCH IN THE DISTRICT OF ŞİLE
This research was conducted to reveal the relationship between perceived service quality and customer satisfaction and customer loyalty. In this context, the effect of perceived service quality and satisfaction on customer loyalty by customers from hotels and whether there is a mediatör effect of customer satisfaction between perceived service quality and customer loyalty has been investigated. The universe of the research consists of three-star hotels affiliated to the Ministry of Tourism and Culture operating in the Şile district of Istanbul. The research sample consists of 314 customers who were selected by random sampling method and received service from these hotels between June and August 2020. In the study, three scales were used to measure these relationships. "Perceived Service Quality Scale (SERVQUL)" was used to measure perceived service quality, "Satisfaction Scale" was used to measure customer satisfaction, and "Customer loyalty" scale was used to measure customer loyalty. SPSS 21.0 statistical package program was used to analyze the data. The kurtosis, skewness, mean and standard deviation values of the data distributions were examined. Explanatory factor analysis was performed for the construct validity of the variables and a reliability test was applied for each factor. Correlation analysis was used to determine the direction and severity of the relationship between variables, and regression analyzes were used to test causal relationships. As a result of the data obtained, it has been determined that the perceived service quality and customer satisfaction affect customer loyalty positively. In addition, it has been determined that customer satisfaction has a full mediator effect on the relationship between perceived service quality and customer loyalty, and a partial mediation effect on the relationship between food and beverage quality perception, general service quality perception and customer loyalty, which are the sub-dimensions of perceived service quality.