Abstract:

The history of the hotel industry in our country dated back to caravansaries and with the Industrial Revolution it has become one of the most important subjects in Turkey and all over the world. In today’s world, global economy and developments increased the level of competition and developing customer loyalty has become very important for the businesses. In this labor-intensive industry to develop customer loyalty, hotel enterprises must endeavor more than ever. The primary objective of this study is to determine the relationship between the image and service quality perceptions and repeated buying behavior of hotel customers. In this study, the existing literature on the image, service quality, customer loyalty and buying behaviors have been examined and a field study has been conducted. The field study has been conducted on 380 of two to five star selected hotels costumers in Adana. In this research factor analysis was used for data reduction and simple correlation (Pearson’s r) analysis was used for hypothesis testing. Results have indicated that there is a positive relationship between the perceived image and perceived service quality with the future intentions of the hotel customers. 

Keywords: