Gap analysis in customer loyalty : A research in 5-star hotels in the antalya region of Turkey

Today everybody knows that in balance of establishment-customer relation, customers had gained big advantage. In order to continue long-term relationships with customers understanding them, meeting their expectations, being different from rivals are important. This situation is especially vital in similiar goods and services offering establishments. For gaining advantage and being unique, offering suitable goods and services, meeting even over meeting expectations and desires of customers are needed. Customer loyalty topic had changed the ways of looking of establishments to customers. Now, establishments are trying to satisfy, make loyal their customers. Loyal customers mean financial and spiritually inputs to establishments. It is generally known that especially on tourism sector there are few researches on customer loyalty. In this context, author believes that this research will have a positive input to the related literature.[PUBLICATION ABSTRACT]