A Study upon Marmara and Aegean Region Intended to the Preference of SPA Centers in the Chain of a Five Stars Hotel Institutions

Abstract

In this study, it is aimed to find out the reasons for the preference of SPA centres in 5-star chain hotel establishments in Marmara and Aegean Regions. The data obtained as a result of the study, the reasons for the preference of SPA centres, the effect of the business on the preference of the business again, the findings obtained from service quality and customer satisfaction were compared with the demographic characteristics of the customers. Questionnaire technique was used to collect the data and the data were obtained online. A total of 405 people who have received service at least once in the last 6 months from the SPA centres of 5-star chain hotel establishments participated in the survey study. According to the findings, it is understood that the perception of utility value, perception of service quality and behavioural intention formed as a result of satisfaction have a strong, significant and positive effect on the intention of customers to prefer the establishment again and to recommend it to their environment. It has been determined that the location of the business, staff equipment and training, price policy, equipment variety and hygiene, healing and mineral water resources facilities and architectural structure have a positive effect on customer satisfaction and loyalty.