Building customer loyalty in hotel enterprises: an implementation in 5 stars hotels in istanbul

Today, there are lots of rapid changes in technological field with growingglobalization. This changing direct to the enterprises having customer focus in salesand marketing activities. In this context, customer loyalty building through the long-term relationships between customers and enterprises is vital factor for enterprises.Especially, in hotel enterprises which there is intensive interpersonal relationshipsand strong competition, the customer loyalty concept has a great importance. A hotelenterprise which has loyal customers reduces sales and marketing costs and increasesits revenue by customer loyalty. The aim of the this study is to determine theimportance of building customer loyalty in hotel enterprises and factors effectingcustomer loyalty. For this purpose, a survey has been conducted into 318 guestsstaying in the 5 stars hotels and managers working in five stars hotels in stanbul. Inorder to describe the data provided, each statement frequency and percentagedistribution were evaluated and the connection of each factor that formed the surveyto guests demographic characteristics were analyzed by using Independent SamplesT-Test and One-Way Anova. As a result, there is strong relationship between value,service quality and customer satisfaction in terms of building customer loyalty inhotel enterprises. Therefore, hotel manegers should consider these elements assignificant factors effecting process of building customer loyalty.Keywords: Service Quality, Customer Satisfaction, Customer Loyalty, LoyaltyProgrammes, Hotel Enterprises.