1 گروه مدیریت، دانشگاه پیام نور، صندوق پستی 3697-19395، تهران، ایران
2 دانشیار گروه مدیریت جهانگردی،دانشگاه علامه طباطبائی
3 دانشجوی دکتری مدیریت گردشگری، دانشگاه علم و فرهنگ تهران، 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 factors affecting the development of sustainable competitive advantage for service companies. in other words, Providing superior service to the consumer by the Organization lead to customer satisfaction which in turn is a prerequisite for building customer loyalty. Customers of any organization located in the center of that organization attention. Therefore, understanding their needs and providing appropriate services to satisfy customers' expectations and even exceed their expectations for service organizations is inevitable issue that this issue in its turn will cause to be created loyalty in them.This study aims to Examining the Structural Relationships of Individual Merits of Human Resources, Perceived Value, Customers Satisfaction and Loyalty in the Hotel Industry in Five Stars Hotels of East Azerbaijan Including: El-Goli Pars and Shahriar Hotels Has been done in the Summer of 2016. The data required for this research has gathered by questionnaire with available non-random sampling method through Five Stars hotels guests of Tabriz City. The nature of the research is from kind descriptive- correlation. As well as, from the Spss 16 and Lisrel 8.5 software’s different methods of descriptive and inferential statistics to analyze data and test hypotheses have been used. Statistical population of this research has considered all guests of the Five Stars Hotels Tabriz City. Given that the population size is unknown from Cochran formula is used in order to determine the sample size. Provided results showing that Individual Merits of Human Resources on Perceived Value, Customers Satisfaction and Loyalty has a significant and positive impact. Perceived Value on Customers Satisfaction and Loyalty has a significant and positive impact. As well as the impact of Customer Satisfaction on Customer Loyalty is positive and significant.