A study of the relationship between service atmosphere and customer loyalty with specific reference to structural equation modelling

Abstract

The main purpose of this paper is to investigate the relationship between service atmosphere and customer loyalty. To this end, 650 questionnaire forms were administered to German tourists in Antalya; of these, 485 were deemed valid and used in the analysis. The results of the study suggest that there is a statistically significant relationship between the internal and external components of a hotel atmosphere and employee factors. The highest level of relationship was found for the items, 'nice music was played in the Hotel, landscape arrangements of hotel are pleasant' and 'waiting time during registration procedures is short'.