Investigation of the effect of brand image, perceived service quality, customer satisfaction and perceived value on brand loyalty: Example of 5 star resort and city hotels

In this study, the effect of brand image, perceived service quality, customer satisfaction and perceived value on attitude brand loyalty and the effect of attitudinal brand loyalty on behavioral brand loyalty were investigated. The study group of the research consists of domestic and foreign hotel customers staying in five star hotelsin Antalya (404) for resort hotels, and in Ankara (400) for city hotels. In addition, in the study, analysis of the variables was performed on the total number of data collected from both hotel types. In this study, a questionnaire form consisting of 50 items was formed by using the scales which were previously used in tourism studies. The questionnaire is based on the first part, which includes questions about gathering information about the variables, the second part consisting of questions about the accommodation behaviors and experiences of the participants, and three parts consisting of questions on demographic characteristics. According to the results of the analysis for both types of hotels, perceived service quality is partly based on perceived value, customer satisfaction and attitudinal brand loyalty; perceived value on customer satisfaction and customer satisfaction has a positive effect on attitudinal brand loyalty and also attitudinal brand loyalty has a positive effect on behavioral brand loyalty all three analyzes.