The Effect of Service Quality on Customer Satisfaction, Loyalty and Word of Mouth; Evidence from Tourists in Antalya, Turkey

Referring to social exchange theory and expectancy theory, the present study attempts to investigate a conceptual model using deductive approach. The model examines the impact of the service quality on customer satisfaction and the effect of customer satisfaction on customer loyalty and positive word of mouth. The result of this study is based on the sample gathered from 205 customers in a hotel in Antalya. Based on the results, this study suggests that the quality of service in hotels and direct effect on customer satisfaction and customer satisfaction respectively has direct and positive impact on customer loyalty and positive word of mouth. However, like any other studies, the present inquiry bears some limitations which are discussed at the end of this thesis. Moreover, implication and future research direction are also discussed in this thesis. Keywords: Service quality, customer satisfaction, word of mouth, customer loyalty, hotel industry