Quality & Quantity (2006) 40:187–205 © 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: firstname.lastname@example.org; email@example.com
Abstract. 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 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 ﬁnancial 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. Deﬁnition and Importance of Customer Loyalty
Since 1990s loyalty topic has an increasing importance especially in mar-
keting efforts and management applications. It’s 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).