The investigation of effect of customer satisfaction factors on customer loyalty with logistics regression analysis

There are customer satisfaction and customer loyalty at the heart of establishment success. Today, establishments look for the ways to gain their customers? loyalty and to be in a long-term relationship with them. Within this scope, in the research, it is aimed to identify the impact of determining the satisfaction levels of customers who stay in thermal hotel establishments that are in tourism sector and the factors forming customers? satisfaction on the customer loyalty. In the end of the research, a positive oriented and strong relationship at r=0,759 level has been found between customer satisfaction and customer loyalty. According to the results of logistical regression analysis, loyalty behavior of satisfied customers from rooms division is 3,551 times, from food and beverage department 6,783 times and overall assessment on services provided in general 3,415 times greater compared to unsatisfied customers.