KILIÇ, Burhan Muğla Sıtkı Koçman Üniversitesi - Turizm İşletmeciliği ve Otelcilik Yüksekokulu, Turkey , OK, Serap Muğla Sıtkı Koçman Üniversitesi - Sosyal Bilimler Enstitüsü, Turkey , SOP, Serhat Adem Mehmet Akif Ersoy Üniversitesi - Turizm İşletmeciliği ve Otelcilik Yüksekokulu, Turkey

The Impact of Evaluating Customer Complaints in Hotel Enterprises and Service Quality Perceptions on Customer Loyalty

19569

Service enterprises can maintain competitiveness as long as adapting to constantly changing environmental conditions and customer expectations. In an enterprise which is unable to satisfy its customers with the service offered, it is observed that customers react to quality of the service with complaining behaviors. Therefore, evaluating the complaints and producing solutions are expected to increase the level of the service quality perceptions and it is generally hoped that this situation creates loyal customers. In this context, the study was conducted in a five-star hotel operating in İstanbul and the data were collected through questionnaire forms. Descriptive statistics were applied to clarify the data of the study and the frequency values were used. In order to measure the level, direction and the effect of the variables, correlation and regression analysis were consulted. It was understood that displaying positive attitude and behavior to produce solutions for complaints by the service staff, created a positive impact on the perception of service quality. In addition, the customers whose complaints were responded positively exhibited behavioral and attitudinal aspects of loyalty with being repeat customers and recommending the hotel to friends and relatives.

817

Customer complaints , service quality , loyalty

Gaziantep University Journal Of Social Sciences

836