Abstract:

In today’s competitive conditions, it is recognized that corporate image is an important element in the creation of customer loyalty by business managers. In this context, the purpose of the research is to determine the impact of physical elements in the corporate image perception on customer loyalty. Physical elements are predicted to be valuable for customers, especially historical hotel. For this purpose, a survey was carried out to 271 customers who stayed in 4 historic hotels located in the area referred to as the Pera region in Istanbul Beyoğlu. According to the analysis findings, corporate image perception sizes of staff service, visuality, equipment/equipment, internal quality, external and other factors have a meaningful and positive impact on customer loyalty. Based on this conclusion, business managers are advised to make an effort to create an image within the framework of physical elements.