Measurement of Leisure Traveler’s Satisfaction: Evidence From North Cyprus Hotels

ABSTRACT: This research aims to measure tourist satisfaction in five stars hotels in North Cyprus using American Customer Satisfaction Index. American Customer Satisfaction Index (ACSI) is comprehensive model that includes six variables, namely, perceived quality, perceived value, customer expectations, customer satisfaction, customer loyalty and customer complaints. As previous scholars proposed as future research direction, international and national tourists are selected in sample of the study. Back-translation method employed to prepared questionnaires for Turkish tourists. A total of 200 questionnaires were distributed and collected during two weeks and the response rate was 86%. Reliability and construct validity checked as preliminarily analysis. Correlation and regression analyses performed to test hypotheses of the study. The results of empirical study showed that considering both international and national tourists’ perspective, customer expectation has significant relationship with perceived quality. Perceived quality and customer expectation significantly and positively associated with perceived value and customer satisfaction. Similarly, perceived value has a significant effect on customer satisfaction. High level of customer satisfaction reduce customer complaints and increase loyalty of tourists who accommodated in five star hotels of North Cyprus. Limitations, methodological concerns, and recommendations for future studies are presented. Keywords: ACSI, International and national tourists, North Cyprus. …………………………………………………………………………………………………………………………