1 دانشجوی دکتری مدیریت گردشگری، دانشگاه علم و فرهنگ تهران، تهران، ایران
2 دانشیار گروه مدیریت جهانگردی،دانشگاه علامه طباطبائی
3 گروه مدیریت، دانشگاه پیام نور، صندوق پستی 3697-19395، تهران، ایران
4 گروه شیمی، دانشگاه پیام نور ،صندوق پستی 3697-19395، تهران، ایران
عنوان مقاله [English]
Customer loyalty is one of the most important effective factors on creation of a sustainable competitive advantage for service companies. Customer loyalty, in addition to creating competitive advantage, improves the level of profitability and employee motivation and profitability of the firm. On the other hand, the customer's continuous downsizing in the services of an institution will have a devastating effect on its performance Currently, the most organizations realize that customer satisfaction can lead to their long-term success; the tourism industry, especially hotels, is no exception. Moreover, many studies in various industries have proven that high quality services are one of the key factors in creating customer loyalty. In other words, providing superior services from the organization to customers leads to customer satisfaction, which itself requires loyalty to customers. The present study aims to Examine the Mediating Role of Service Quality in the Impact of Service Orientation on Customer Loyalty in the Hotel Industry in hotels Eastern Azarbaijan province has been done in the summer of 2016. This research, in terms of type is functional and based on the nature of data collection, is descriptive survey. Also, It has been used structural equation method through the SMART PLS software to analyze data. The data collection tool is a standard questionnaire and a non-random sampling method that have been used in this study. The provided results show that the effect direct of Servility on service quality and customer loyalty was 0.842 and 0.597 respectively, effect direct of service quality on customer loyalty was 0.768, as well as the effect indirect of Servility variable through the intermediate role of service quality on customer loyalty is 0.646.