Otel İşletmelerinde Müşteri Memnuniyeti ve Sadakati Üzerine Bir Çalışma
Analysis of Customer Satisfaction and Loyalty in Hotel Establishments

Summary/Abstract: Purpose – In this study, customer satisfaction and loyalty perceptions of the tourists who stay in two 4 stars hotels in Baku, the city of Azerbaijan, were searched. In addition, it was aimed to determine the demographic characteristics of the tourists visiting these accommodation businesses and to establish the relationship between customer satisfaction and loyalty. Design/methodology/approach – In the research, the scales available in the relevant literature were used to determine the factors affecting customer satisfaction and loyalty. Survey technique was used as data collection tool. The questionnaire was created by searching the literature and taking the opinions of experts in the field. As a sample, tourists who stay in 4 star hotel businesses in Azerbaijan were selected. In this context, a survey was conducted on 538 tourists staying at the hotels in question with the easy sampling technique, and the satisfaction levels and loyalty perceptions of the tourists forming the sample were tried to be determined. Findings – The main finding of the study is that there is a significant and positive relationship between the dimensions affecting customer satisfaction and loyalty levels of the participants. Besides, it was observed that the dimensions constituting customer satisfaction have statistically significant and positive relationships among themselves. Moreover, while the most satisfied dimension in the study was the ‘Personnel Services’, the lowest satisfaction perception was determined in the ‘Special Services Offered’ dimension. Discussion – As a result of the study, it has been revealed that the possibilities about loyalty, buying again and word of mouth marketing in customers are higher in case the businesses in question in Azerbaijan provide customer satisfaction. This result supports other studies in the literature. Apart from this, in the light of the findings obtained in the research, various solution proposals have been offered.

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