*Department of Business Management, Persian Gulf University, Boushehr, Iran
**Master of Business Management, Persian Gulf University, Boushehr, Iran
In the present environment, strong competition, markets segmentations and increasing knowledgeable customer, forced companies to use relationship quality as a scenario to continue living and create competitive advantages. Relationship quality is a competitive policy to keep customer support. This paper attempts to investigate the effects of relationship quality in the four and five star hotels in Shiraz, Iran. Questionnaires which containing 48 questions have been distributed among 402 four and five star hotel guests are used to measure guests’ attitudes and opinions, and a Beta coefficient test was used to test and analyze the research hypotheses. The results show that relationship quality dimensions (trust, commitment and satisfaction) have positive effect on customer loyalty. This article suggests that hotels should try their best to increase satisfaction, trust, and commitment to raise customers’ loyalty and maintain long-term profit for the hospitality industry.
Relationship quality, Trust, Commitment, Satisfaction, Customer loyalty, Hoteling Industry
