Customer satisfaction is becoming an increasingly significant
topic in the hospitality industry and research because the ability to
accurately judge customer satisfaction and to apply that knowledge
is an important starting point for establishing and maintaining long-term customer retention and long-term competitiveness.
Customer satisfaction research is essential not only because it provides crucial managerial information, but also because it enables
communication with customers. Appropriate customer satisfaction research identifies the factors that are important to customers,
measures the relative strength of each factor, and reveals how well
a hospitality business is currently meeting its customers’ wants and
needs (Yuksel and Yuksel, 2002).