The Influence of Customer Satisfaction on Customer Loyalty in Hospitality Industry

This research is devoted to the study of the impact of satisfaction factors on customer loyalty in the hotel industry, which bases on the analysis of three-star hotels in St. Petersburg. The aim of this study is to identify certain factors that affect satisfaction and subsequent loyalty. In this work, a deeply literature analysis of the concepts of "customer satisfaction" and "customer loyalty", both in general and the main features in hospitality industry is revealed. To collect data on the most significant factors of satisfaction that affect loyalty, the survey used methods such as questionnaires and interviewing. To analyze the information collected, the study uses cluster analysis and analysis of the T-test versus the averages. These analyses helps to identify the relationship between loyalty and customer satisfaction of hotels and offer universal recommendations for increasing the loyalty of guests for three-star hotels.