Internal and external customer satisfaction relationship in the thermal tourism businesses:Implementation in firm of Ceşme region management

The purpose of this study is to evaluate the relation between the internal customer satisfaction and the external customer satisfaction in thermal tourism enterprises of Çeşme. The findings are reached with the research by using the face to face survey method in 7 thermal tourism enterprises in Çeşme, over 197 internal customers and 402 external customers. Research findings are subjected to percent-frequency, factor analysis, t test and anova analysis, the relation between the internal and external customer is subjected to correlation and regression analysis. 7 factor group is emerged regarding the result of the factor analysis of internal customer satisfaction. These are lined as personal development, salary satisfaction, role-specificity "clarity of roles and responsibilities" satisfaction, management satisfaction, the adequacy of the hotel labor satisfaction, satisfaction from the relations among the employees and working conditions. Significant differences are found between the sub dimensions of internal customer satisfaction and gender, marital status, and education level variables. 4 factor group is emerged as a result of factor analysis for the satisfaction of external customers. These are; staff satisfaction, health services satisfaction, price satisfaction and the satisfaction of thermal facility. Significant differences are found between the sub dimensions of external customer satisfaction and gender and education level variables.A significant relation was observed among the sub-dimension of staff satisfaction with the personal development, salary satisfaction, management satisfaction, relations between the employees and the sub dimension of working conditions and the sub-dimension of price satisfaction with the sub dimension of salary satisfaction in the result of correlation analysis which is used to measure the relation between the internal customer and the external customer.KEYWORDSTourism, Thermal Tourism, Customer, Customer Satisfaction