Determination of the relationship between the image and service quality perceptions and repeat buying behaviours of hotel customers

The history of the hotel industry in our country founded till caravansarays and with the industrial revolution it has became one of the most important subjects in Turkey and all over the world. In today?s world global economy and developments cause the hightened competition and to develop customer loyalty has became very important for the businesses. In this labor-intensive industry to develop customer loyalty hotel enterprises must endeavor more than ever.The primary objective of this study was to determine the relationship between the image and service quality perceptions and repeat behaviour of hotel customers. In this study, the existing literature on the image, service quality, customer loyalty and buying behaviours have been examined and a field study has been conducted. The field study has been conducted on 380 hotel costumers in Adana.The questionnaire results have indicated that there is an intentional relationship between the image and service quality perceptions and the repeat buying behaviours of the hotel customers. According to the results, the image congruence and the five factors of the hotel image; physical environment, contact personnel, quality of services, corporate identity and accessibility positively effect the repeat intention.The findings from this study not only support the few resources available on hotel image and also can be a good guide for future studies on image, service quality and intention in the hotel, hospiatality and services industry.