ALGILANAN HİZMET KALİTESİNİN MÜŞTERİ MEMNUNİYETİ ÜZERİNE ETKİSİ: TERMAL OTELLERDE BİR ARAŞTIRMA

The primary purpose of this research is to investigate the relationship between perceived service quality and customer satisfaction. The another aim is to construct a service quality scale specifically for the thermal hotel business and to identify the service quality dimensions that influence customer satisfaction. For this purpose, 432 guests who stay at four thermal hotels in Edremit were applied survey form and the data obtained from a questionnaire were analyzed by SPSS 15.0 program. Data were collected with “SERVPERF Scale” and “Customer Satisfaction Scale”. The major findings of the research can be summarized: perceived service quality as an overall construct influences customer satisfaction and can explain nearly 40% of the variation in customer satisfaction. Whereas reliability is the finest quality according to customers, tangibles is the lowest one. Finally, the stepwise regression analysis results also show that all the dimensions of perceived service quality have an affect on customer satisfaction.