The effect of service quality on customer satisfaction at hotel establishments; an application of city hotels

Now competition became a race, directly proportional with loyalty creation ability for each sector. Customer loyalty which is already important for the service sector is now measured with quantity of loyal customers. Loyalty is strictly bound up with pleasure, pleasure is with satisfaction, and satisfaction is with the service quality perceived in accommodation sector, as in the other sectors. Within the context of this paper, perceived service quality and customer satisfaction are reviewed which are considered as grounds for customer loyalty of city hotels, among the accommodation enterprises, located in İstanbul, Ankara and İzmir. Purpose of this study is to determine the differences between the perceived service quality and satisfaction, according to the accommodation frequency with the effects of the perceived service quality to the satisfaction and demographical features. During the collection of data Servperf, perceived service quality scale by Cronin and Taylor and to measure the satisfaction the scale of Voss et al are used. Besides those scales, there were also phrases relevant with the demographical features and phrases relevant with accommodation frequency and reasons. Population is formed of in-house guests stayed in İstanbul, Ankara and İzmir city hotels. While judgmental sampling method is used for selection of hotels, convenience sampling is used for selection of participants. Lastly for the surveys those will be performed online snowball sampling method is used and variety is ensured in the research. In total 428 surveys returned, 411 of them are taken into evaluation. The tests have been made with descriptive analyzes such as percentage, frequency with SPSS 23 program. Furthermore, independent T test and one way anola have been applied for determining the between-group differences with the correlation and regression analyzes applied with the purpose of determining the relations between the variables. It is ensued that the perceived service quality and its sub-dimensions are three quarters of the customer satisfaction.