DOI 10.

1007/s11135-005-5357-y
Quality & Quantity (2006) 40:187205 Springer 2006
Gap Analysis in Customer Loyalty: A Research
in 5-Star Hotels in the Antalya Region of Turkey
A. AKIN AKSU
Akdeniz University School Of Tourism and Hotel Management, 07058 Arapsuyu
Campus - Antalya, Turkey. E-mail: [email protected]; [email protected]
Abstract. Today everybody knows that in balance of establishmentcustomer 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 establish-
ments. For gaining advantage and being unique, offering suitable goods and services, meet-
ing 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 nancial and spiri-
tually 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.
Key words: customer loyalty, gap analysis, hotels.
1. Denition and Importance of Customer Loyalty
Since 1990s loyalty topic has an increasing importance especially in mar-
keting efforts and management applications. Its importance is emerging
from decisions of customers regarding goods and services. Establishments
that create customer loyalty has a big advantage among their rivals (Ruyter
and Bloemer, 1999, p. 320).
Loyalty means being loyal to someone (Milliyet, 1985, p. 554). Here
being loyal can be thought for persons or for establishments. If it is
thought for establishments, it means being loyal of customers to their
establishments voluntarily. Generally customer loyalty has a meaning of
customer preferences and preference frequencies of customers (Wong et al.,
1999, p. 54). In a different perspective, customer loyalty can be thought as
reluntance of changing goods and services (Metiner, 1997, p. 4). Looking
to customer loyalty topic solely as preference frequency will not be enough.
Customer loyalty means feeling of belongingness to customers at the same
time (Smith, 1996, p. 34).
188 A. AKIN AKSU
When customer loyalty was examined from the establishments operat-
ing in service sector perspective, it can easily be seen that loyal customers
prefer goods and services from the establishments that have positive inu-
ence on them. More than other sectors, cutomer loyalty has a more impor-
tance in service sector. The main differences are the difference between
good demand and service demand, the more need for interaction among
individuals and the existence of perceived risk related to services (Gremler
and Brown, 1999, p. 273). When customer loyalty topic was examined from
hotels and dining establishments, it can be experienced that loyal custom-
ers generally choose establishments that they are loyal. Even more, loyal
customers can cooperate with these establishments (Shoemaker and Lewis,
1999, p. 349).
Gaining of customers advantage in establishmentcustomer relation,
globalisation, together with hard competition, orients establishments to be
different. Being different has a speacial advantage among rivals that offer
similiar goods and services. When banks, hotels, insurance companies or
hospitals are thought as some examples of service establishments, it is pos-
sible to see that there are no big differences between their services. This
similarity can also be seen in their pricing policies. In this context, their
superiorities can be inuenced from their service, satisfaction and applica-
tion differences. In todays world, the establishment that meet, even over
meet the expectations and desires of customers, can be evaluated as suc-
cessful (Cannie and Caplin, 1991, p. 42).
Changing of customer preferences and though competition among rivals
forced managers to change their marketing strategies. From managers per-
spective, creating customer satisfaction as well as customer loyalty become
vital. Creating customer loyalty enables decreasing marketing costs both in
current and future periods of establishments. Establishments working with
loyal customers will have less marketing costs than the others in publicity,
personal selling and informing new customers efforts (Wong et al., 1999,
p. 53).
Nowadays, developments in technology enable learning of customer
expectations and preferences and orienting offereing of goods and services
according to them is possible both for small and big-scaled establishments.
Collecting information about customers and using them make creating cus-
tomer loyalty easier. Customer loyalty increases frequency and amount of
buying as well as number of customers.
For an establishment, customer loyalty means the most satised cutom-
ers with ve score over 5-Likert scale. Loyal customers are over-satised
customers. They are missioners of establishments in their private and busi-
ness life (Noe, 1999, p. 96). Here loyal customers can be evaluated as they
are aware of a value that is offered to them by their establishments. In
customer loyalty, establishment-customer relation is a long-termed relation.
GAP ANALYSIS IN CUSTOMER LOYALTY 189
In order to have long-term relation with customers, sometimes establish-
ments can self-sacrice from their short-term prots. Another benet of
loyal customers to establishments is mouth to mouth publicity in ser-
vice sector. Mouth to mouth publicity is sharing of positive or nega-
tive impresions of customers regarding their goods and services experiences.
It is generally known that mouth to mouth publicity has an important
effect on individuals for many years. If any customer is sharing his/her
positive impressions in private/business life regarding offered goods and
services, this situation causes high level customer loyalty (Selnes, 1993,
p. 21). In addition to this, loayal customers reference establishments to new
customers (Gremler and Brown, 1999, p. 271).
2. Calculation of Customer Loyalty and Studies Regarding Customer
Loyalty
Without any sector differences, for all establishments increasing customer
loyalty will effect both current and future nancial structure of establish-
ments positively. In creating customer loyalty, creating customer satisfac-
tion is foremost provision. Customer loyalty generally calculated with the
number of repeat guests, increases in the number of cooperation possibili-
ties and the number of people giving references. In addition to this, exam-
ples directly reaching to people are also important. Forming focus groups,
detailed interviews, questionnaires and feedbacks from customers can be
given as examples (Murphy, 1995, p. 16, 22).
Calculation of customer loyalty and averages according to sectors are
important. For example, for an automobile factory calculation of customer
loyalty or dening the next preference of customers to the advantage or
disadvantage of establishment must be known. Thse king of information
will have an inuence on future management decisions (Reichheld, 1993,
p. 64).
Changing of market situations together with increases in customer
expectations focused establishments to their customers much more than
ever before. Especially continious increases of customer expectations and
satisfaction need of customer have a big ingluence over establishments
(Kandampully, 1997, p. 92). With the reection of these developments to
literature, the number of studies on customer satisfaction and customer
loyalty increased year by year (Dick, 1995, p. 65). Today this tendency is
still going on in all over the world. In order to build continious relations
with customers, establishments are developing new strategies and programs.
According to Direct Marketing Association report, the main theme of
1997 annual cenference was customer relations management (Duffy, 1998,
p. 435).
190 A. AKIN AKSU
Despite of increases in the number of studies regarding loyalty topic, it
is possible to mention that still there are limited number of studies. Loy-
alty concept and results of loyalty (Jones and Sasser, 1995; Gremler and
Brown, 1999) still preserve its mystery from researchers perspective (Ruyter
et al., 1998, p. 436). Some of loyalty researchs are related to inuence of
loyalty on behaviours (Javalgi and Moberg, 1997). Customer loyalty stud-
ies are generally limited to sectors and their results couldnt be generalized
(Crosby and Stephens, 1987; Cronin and Taylor, 1992; Kelley et al., 1993;
Rust and Zahorik, 1993; Zeithalm et al., 1996).
In literature beside loyalty topic, it is posible to see the studies regard-
ing inuences of satisfaction and service quality on consumption prefer-
ences of customers (Newman and Werbel, 1973; Oliver and Linda, 1981;
Bitner, 1990; Bolton and Drew, 1991; Taylor and Baker, 1994). Especially
on services, the need for perception of service quality and models show-
ing loyalty as a result of service quality are always mentioned (Cronin and
Taylor, 1992; Boulding et al., 1993; Gremler and Brown, 1996). In litera-
ture regarding the nancial support of customer loyalty for establishment
is always mentioned by the researchers (Reichheld, 1993, 1996; Schlesing-
er and Heskett, 1991). Especially there are some studies showing that loyal
customers have much more goods and services consumptions (Clark and
Payne, 1994; Reichheld, 1996).
Despite the fact that generally there are close and positive relation
between customer satisfaction and customer loyalty, some researches in lit-
erature show that there is no quarantee that customer satisfaction always
creates customer loyalty (Finkelman and Goland, 1990; Reichheld and
Aspinall, 1994; Jones and Sasser, 1995; Mittal and Lasser, 1998).
In lodging industry there are very few studies on customer loyalty
(Clark and Wood, 1998, p. 139). As in other industries, there are some
studies showing that customer satisfaction will inuence customer loyalty
(Barsky, 1992, 1995; Dube et al., 1999; Lee and Hing, 1995).
3. Service Structure of Hotels
Generally it is well-known that service sector is very important for most of
the countries. As in other sectors, establishments operating in service sector
are trying to nd out alternative ways of being different (Tam, 2000, p. 31).
There are many examples for the establishments operating in sevice sec-
tor. Some examples are bakns, hospitals, insurance companies, hotels, travel
agencies, educational institutions, entertainment establishments etc. (Can-
nie and Caplin, 1991, p. 9). When the activities of hotels were examined,
it is posibble to see that in recent years hotels are especailly focused on
customers with an increasing trend. Customers are in the center of their
activities and feedbacks of customers are evluated as valuable input by
GAP ANALYSIS IN CUSTOMER LOYALTY 191
hotels. Experiences of cutomers from their hotels have positive or negative
inuence on their next hotel preferences. In this context, low rate of defects
and solving problems immediately are very important (Smith et al., 1999,
p. 356). The main target of hotel managers is satisfying their customers
with suitable goods and services, having positive references of their custom-
ers, and having repetitive customers (Ferguson et al., 1999, p. 58). When
hotel-customer relation was examined, it can be said that customers have
to go to the hotel and the evaluation of hotels goods and services were
made by hoel customers (Baker and Crompton, 2000, p. 788).
Nowadays hotel managers increasingly have to cope with dinamic exter-
nal changing factors, customer expectations and laws. As Olsen (1996) has
stated that in order to be successful, managers have to catch the oppor-
tunities in their surroundings and develop competitive strategies (Collie
and Sparks, 1999, p. 23). Parker (1996) states that lodging industry will
continue its popularity in the future and this situation will cause much
more competition and change in the next years. In this context price,
value, customer satisfaction and customer loyalty will be the most impor-
tant topics that must be taken into consideration (Ingram and Daskalakis,
1999, p. 24). The main problems of hotels can be summarized as; uctua-
tions in touristic demand, high risk of touristic investments and low prot
rates (Jeffrey and Barden, 2000, p. 179). In current hotel market, some of
international hotel chains have problems because of tough competition, low
growing rate, increase in population, much supply than demand in increas-
ing market share (Tepeci, 1999, p. 223).
Whatever the accomodation reason is, it is important to show the
needed interest to hotel customers. Being appreciate of hosting customers
will be a suitable approach for hoteliers (Nicholls et al., 1999, p. 4). Beside
offered goods and services, immediate problem solving has also effects cus-
tomers hotel evaluations. In this context hotel managers can benet from
problem solving teams with proactive approach in order to increase the
quality of goods and services (Hoffman et al., 1995, p. 49).
4. Creating Customer Loyalty in Hotels
In dening customer loyalty, it is better to investigate the content of cus-
tomer loyalty applications. Customer loyalty applications will cause some
costs. In creating customer loyalty the general suggestion for hoteliers is
orienting to protable loyal customers in current and future applications.
Among the possible ways of customer loyalty efforts efforts of hoteliers
offering nancial benets or building a sensitable relations can be given.
Here the most preferred one is building a sensitable relations with cus-
tomers. This effort will cause long-term relations and give an advantage
of hardly loosing customer possibility against rivals. In addition to this,
192 A. AKIN AKSU
creating sensitable relations can nor easily be copied by rivals. Hoteliers
generally prefer offering nancial benets in creating customer loyalty. In
fact with this application, they take the risk of loosing their customers
easily. Instead of offering nancial benets, building a sensitable relations
will have more, continious and positive effect on customers (Metiner, 1997,
p. 28). There is much risk of nishing relations with customers in nancial
benet offerings.
Benet and trust have an importance in creating customer loyalty
from hotels perspective. Among the benets that a hotel can offer to its
customers are; offering a luxury room with standart price, behaving elas-
tic during check-in etc. Trust examples are; obeying to the commitments,
creating of being trustable among the customers, realizing the commit-
ments, being correct in reservations and bills etc. Hotel managers must
realize their commitments and show the needed interest to their customers
in order to create trust feeling.
From hotels perspective, it can be mentioned that with relational
marketing approach, creating customer loyalty, customer satisfaction and
meeting of customer expectations have increased. Especially since 1990s
relational marketing has taken the place of traditional marketing. Rela-
tional marketing has a scope of developing long-term relations with cus-
tomers. Increasing productivity and decreasing costs enable of having more
frequent and close relation between establishments and customers (Foster
and Cadogan, 2000, p. 185).
Developments in technology enables suitable conditions in customer-
hotel relation in relational marketing. Individual and speedy service is pos-
sible for customers (Bejou and Palmer, 1998, p. 7). Now, meeting and over
meeting of customer expectations, giving efforts in relational marketing and
forming long-term relations with customers are more easier (Marshall and
Javalgi, 1995, p. 60).
Relational marketing can be evaluated as a strategical approach with its
keeping current customers in hands, forming closer relation with them and
increasing work volume aspects. The main points of relational marketing
are; showing proximity and offering attractivenesses. In practising relational
marketing, the important factors can be summarized as follows (

Inal and
Demirer, 2001, pp. 26, 27);

customer focusing,

offering additional benets to customers,

pricing that create customer loyalty,

recruiting personnel that will have good communication with customers.

From hotels perspective, before going on relational marketing, dening
of hotel processes, market conditions, distribution channels, customer
expectations and goods and services offerings are needed (Owens, 2001, p. 1).
GAP ANALYSIS IN CUSTOMER LOYALTY 193
In relational marketing mutual sharing and location of value concept are
important both for hotels and customers (Kotler, 2000, p. 37). First step
of creating customer loyalty is meeting of customer expectations. Today
for most of hotel managers dening customer expectations is one of the
main targets, but the number of hotel managers are very few that have real
research on loyalty. Normally dening loyalty clearly and trying to real-
ize expectations of customers are needed. For expectations, real clues can
be taken from customers. Learning of needs, why are they needed? What
are the perceptions about goods and services subjects are important and
the answers for them can create superiority to hotels in tough competition.
In order to create customer loyalty, it will be useful for hotel managers to
be in a customer focus, giving commitment for realizing the expectations,
offering needed goods and services, calculating performances of whole hotel
and its departments, having interaction with customers, having all inputs of
personnel in hotels and bonusing them always (Cannie and Caplin, 1991,
pp. 20, 21).
In creating customer loyalty recognizing of customer, learning of their
preferences and special and important dates, it is possible to benet from
informations of customers in prior stays. In this context, forming of data
base will be useful. From this data base the needed, updated informa-
tion can be received and be used for future stays. In a detailed database
some examples can be preferred room type, paid amounts, extras, food
and beverage preferences, date of born, marriage date and hobies (Siguaw
and Enz, 1999, p. 69). Updating and entering of new information to the
database are as important as having a data base in hotels. In evaluat-
ing customer informations, updating of information and supports of hotel
managers will enable offering better goods and services. Based on these
information, hotels can offer individualised services to their customers and
can reach to the needed information without any time and place limita-
tion. It can be naturally said that, hotels with data base possibilities will
have more advantage than the ones that dont have (Dawes and Worthing-
ton, 1996, p. 37). The efforts of hotel managers in receiving customer in-
formations will be appreciated by hotel customers. In addition to this, this
efforts will may cause feeling of giving value in customers and this feel-
ing cause feeling of giving value in customers and this feeling can effect
their future stay decisions positively (Kivela et al., 1999, p. 228).
Hotels are offering many aspects to their customers, and every aspect
will have different inuence on customers. Customers generally prefer
hotels that suitable for them. If a hotel has low demand, beside many fac-
tors affecting this situation, being not a suitable hotel because of its aspects
can be an important reason. Among important aspects; educated person-
nel, speedy service, security precautions, outside and inside architecture,
decorate, numbers of stars, image, view, sportive activities, silence, parking
194 A. AKIN AKSU
possibilities are generally important (Akmel and Kurt, 1995, pp. 138, 141).
In creating customer loyalty having customer information can be costly, but
useness of this information will be much more than its cost in the long-
term. From hotels perspective going on with current customers will have
less cost that nding new customers (Limehouse, 1999, p. 101). Another
factor that is important in creating cutomer loyalty is human factor in
service industries. Labour intensive side of service industry make human
relations important. In order to have success; recruited personnel must ded-
icate himself to his work, must know how to deal with cutsomers, must
be successful in human relations and must like the job (Kzlrmak, 1996,
p. 173). Among the customer preferences; being cheerful, professional and
honest are the most important ones (Dube et al., 1999, p. 85).
Intensiveness, diversity and inconcrete aspects of customerhotel person-
nel relation has an important inuence on hotel evaluations of customers
(Mattila, 1999, p. 42). Especially the personnel who has direct face to face
communication with the customers are the ones that inuence image of
hotel positively or negatively (Karapnar, 1994, p. 4). Physical conditions
and equipments of a hotel can be perfect, but personnel problems can eas-
ily change positive atmosphere and make hotel fail (Nicholls et al., 1999,
p. 7). Common time periods, common experiences, beneting from per-
sonnel as an information source make customer-personnel relation inten-
sive (Siuet et al., 1997, p. 51). Meeting even, over meeting expectations of
customers and attracting them are all important. In this context, success-
ful personnel must be awarded by hotel awarding system (Ferguson et al.,
1999, p. 59).
In order to inuence customerpersonnel relation positively and being
customer focused, empowerment of personnel is needed. Without empow-
erment, it is possible to experience problems and barriers that need empow-
erment. Empowerment will make problem-solving easier (Clark, 1997,
p. 147). Increasing of trust and loyalty degrees of personnel can be added
as another benet of empowerment. Generally in hotels it is easy to see the
problems related to empowerment. Generally power is on managers hands.
For empowerment examples, an example can be from ritz Carlton hotels.
They empowered their personnel and organized self-directed working teams
that make relations elastic (dube et al., 1999, p. 22). Practices of hotels
inuence both hotel customers and hotel personnel directly. Personnel that
feels the support of management behind will be more loyal than the oth-
ers that they have not. Hotel personnel will easily reect his loyalness to
hotel customers. Today, depending on close relations with personnel, it is
possible to see many customers that are changing next stays according to
their friends (hotel personnels!). When a personnel change his/her hotel, a
customer can easily change the same hotel as well (Reichheld, 1993, p. 68).
GAP ANALYSIS IN CUSTOMER LOYALTY 195
5. Gap Analysis in Customer Loyalty: A Research in 5-Star Hotels in the
Antalya Region of Turkey
5.1. aim and importance of the research
With the researches on customer loyalty in hotels, it is possible to inves-
tigate evaluation of goods and services by customers and factors inuence
customer loyalty. The optimum frequency of this kind of researches can be
suggested to be done once in a year or three times in a year. Despite the
nancial and spiritual benets of customer loyalty to hotels, there are few
studies and researches on this topic. In reality customer loyalty studies or
researches will be helpful in investigating the loyalty concept, problems and
customer expectations. In this research gap analysis was made in order to
dene the performance of hotels on the topics that hotel customers give
importance.
5.2. limitations of the research
Limitations of the research canbe dened as follows;

The research was limited with only ve 5-star hotels operating in the
Antalya Region of Turkey. For the author it is nearly impossible to
have data from all 5-star hotels operating in the region.

This research was made to both local and foreigner tourists in Turkish,
English and German languages without any nationality differences. For
future reseachesin order to increase the data, may be it will be beter
to benete from different questionnaires in different languages beside
Turkish, English and German languages.

Because of the high number of the questions and the involuntary

behaviours of hotel customers to the questionnaire, the rate of return of
questionnaire was less than expected, but some of the hotel managers
and hotel customers in the sample have mentioned that they are very
appreciated to be in the sample.

In this resaerch perceived values, aims and expectation components of

service relations model were omitted from the questionnaire in order to
prevent misunderstandings of sampled hotel customers.
5.3. research sample
The reseacrh sample consisted of ve 5-star hotels operating in the An-
talya Region Of Turkey. At the begining of the research for every 5-star
hotels, 100 questionnaire were distributed by random sampling and the
total number of questionnaire that were distributed 500. This was done
because as mentioned before, for the author it is nearly impossible for
196 A. AKIN AKSU
the author to have data for all hotel customers. About 200 questionnaires
were answered by the sampled hotel customers. So, the rate of return was
40%. It can be said that this rate was reasonable when literature regard-
ing customer loyalty was examined. Normally in other loyalty researches
to increase the number of sample, nancial bonuses were given, but despite
nancial bonuses the rate of returns were still low (or less than expected).
During the reesarch none of the hotel managers accepted to offer nancial
bonuses for the sample.
5.4. collection of data
In the research, data were collected from 200 hotel customers in the sample
by the help of questionnaires in Turkish, English and German languages.
The research was done between 06.10.2001 and 21.01.2002. Of ve 5-star
sampled hotels, four of them were in Antalya city center and one of them
is in Kiri

b7 location. The research period was suitable especially for the

repeat guests period.
5.5. the questionnaire
To obtain data, questionnaire technique was used. The questionnaire was
mostly based on the questionnaire that was formed by John T. Bowen and
Stowe Shoemaker in New York and California for luxury hotels (Bowen
and Shoemaker, 1998, p. 17). The questions were based on service relations
model components. In relational marketing approach, Morgan and Hunt
(1994) developed a model. Trust and commitment components were in the
center of this model. Later Bowen and Shomaker (1998) examined Morgan
and Hunts model and Gundlach, Achrol and Mentzers studies and formed
service relations model. Among the main reasons of beneting from service
relations model are;

Using of seven Likert scale in the questionnaire and,

Prior-tested advantage of the questionnaire.

In the research the questionnaire was based on John T. Bowen and Stowe
Shomakers questionnaire, but by author some of the questions were omit-
ted ans some of new questions were added that will be suitable for the sam-
pled 5-star hotels.
In order to see the perception of customers in the sample, pre-test of the
questionnaire was made. In this context, of ve 5-star hotels in the sam-
ple, in one of them a pre-test of the questionnaire was made with 50 cus-
tomers in English language. Pre-test of the questionnaire showed that it will
be better to have little changes in the questions according to ve different
5-star hotels goods and services in the sample. Pre-test also showed that it
GAP ANALYSIS IN CUSTOMER LOYALTY 197
will be better to form the questionnaire in Turkish and German languages
beside english version.
During the questionnaire period supports of front ofce managers and
public relations managers were taken. Before the questionnaire period, the
author had explained the importance of customer loyalty, the suitable time
and location in the hotel for the questionnaire, benets of face to face
answering the questionnaire to all front ofce managers and public relta-
ions managers in the sampled hotels. Also all managers valuable decisions
and experiences regarding customers were taken into consideration by the
author before starting to the questionnaire.
5.6. data analysis
All data taken from the customers in the sampled hotels were evaluated in
SPSS 10.00 statistical programme. The ndings were given in tables.
5.7. gap analysis in customer loyalty
Gap analysis in customer loyalty consists of performance evaluation of
sampled hotels on the important topics for hotel customers. The ndings
can be seen in Table I and. In addition to this, Table II shows the impor-
tant topics for hotel customers. Analysing the difference between these two
tables (Tables I and II) will show the gap on important topics in order to
create customer loyalty. In this context, using Tables I and II, Table III was
formed.
As seen from the Table III, sampled hotels can be evaluated as success-
ful in using information from prior stays to customize services, recognizing
of customers when they arrive at the hotel. Again with lower scores, sam-
pled hotels can be evaluated as successful in asking if the customers like
to make reservations, if the hotel is likely to be sold out at a time they
normally visit. The topics that have () sign in Table III show the gaps of
sampled hotels. In this context it can be said that providing upgrades when
available, requesting a specic room and expedition of the registration pro-
cess when the customers return to the same hotel are the topics that have
minor gaps. For these topics it will be useful to take the needed precautions
by sampled hotel managers.
6. Results and suggestions

According to the customers in the sample, related to offering bene-

ts sampled hotels have some deciencies except using information
from prior stays topic. Expedition of the registration process when the
198 A. AKIN AKSU
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202 A. AKIN AKSU
Table III. Gap analysis
The highest
hotels The highest
performance important
Aspects (7) (%) topics (7) Gap
Providing upgrades when available 25.8 31.2 5.4
Requesting a specic room in this hotel 26.4 28.4 2
Asking if you like to make a reservation,
if the hotel is likely to be sold out at a
time you normally visit 24.3 24.1 0.2
Using information from your prior stays
to customize services for you 35.4 26.5 8.9
Recognizing of you when you arrive at
the hotel 34.8 27.3 7.5
Expedition of your registration process
when you return to this hotel 20.6 21.8 1.2
customers return to the same hotel, providing upgrades or occasional
gifts when available, recognition of customers when they arrive at the
hotel, offering rooms even in case of early check in times, possibility of
requesting a specic room in the hotel and asking if the customers like
to make reservation if the hotel is likely to be sold out at a time they
normally visit are the topics that can be mentioned among the expected
benets by customers from the sampled hotels. Regarding benets, it is
important to learn the costs of benets in order to continue long term
relations with customers.

It can be said that customers in the sample are generally satised from
room services, restaurants, consierge, meeting rooms, animation pro-
grams, hotel securities and gardens. Only in tness and technical service
it would be better to serve more politely.

Nearly half of the customers in the sample stated that providing

upgrades when available, having check-in and check-out at a time that
suits to customers, using information from customers prior stays to
customize services for them, requesting a specic room, communicat-
ing of employess that customers problems are of important to them,
expedition of customers registration process when they return to the
same hotel, recognizing of customers by name by staff, recognizing of
customers when they arrive at the same hotel, asking if customers like
to make a reservation, if the hotel is likely to be sold out at a time
they normally visit, offering technologically equipped guest rooms so
GAP ANALYSIS IN CUSTOMER LOYALTY 203
the room can become an ofce, providing customers with occasional
gifts by the hotel, helping customers with all other reservations at the
time of making their room reservation, providing programs for chil-
dren and sending out newsletters from the hotel are important topics
in increasing loyalty. It can be said that the more sampled hotels meet
these expectations, the more they will have loyal customers.

According to the gap analysis in the research; on providing upgrades

when available, requesting a spesic room in the hotel and expedition of
registration process when they return to the same hotel sampled hotels
have gaps.
Acknowledgements
The author really appreciates to Professor John T.Bowen from Nevada
University for his valuable input for the research. This Study was supported
by Akdeniz University Scientic Research Projects Unit.
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