RESEACH TITLE: THE RELATIONSHIP BETWEEN CUSTOMERSATISFACTION AND CUSTOMER LOYALTY1.1. INTRODUCTIONSome of the characteristics of the successful activity of the business organization Are presentation and constant improvement of qualitative services, which meet theexpectations of Customers the choice of hotels becomes one of the main issues ofdiscussion: the variety of the hotel services, quality, reliability and price areimportant. 1.2. Background of the studySince there are many hotels in the market providing the same or similar services, itis very important not only to attract, but also to keep the customer. In order tomaintain the position held and to compete in future, it is necessary to providequalitative services by which old customers may be retained, and new customersmay be attracted. With an increasing dynamism and competitive ability of thebusiness environment, an Increasing number of companies pay attention to thecreation, management, determination and increase of customers’ loyalty. Many scientists agree with the suggestion that the Customer loyalty is a centralconcept of marketing science the satisfaction and loyalty of customers have bothdirect and indirect impacts on the hotel industry. The loyalty of existing customersis very important, since it was calculated that the attraction of new customers ismuch more expensive than the retention of existing ones. The growing loyalty ofcustomers allows the organization to make savings, decreasing the expenses formarketing and transactions, also the expenses related to the customers’ changedecreases, the consumption of related products increases, positive communication
‘word of mouth’ is pursued, the cost of failures decreases. Besides, the scopes ofsales to existing customers are bigger. Quality determines the benefit of services tothe customer and commercial success to the provider of the services. 1.3. Statement of the problemI saw some customers those were complaining lack of services and forgetting whenI was visiting some hotels in Galkacyo. This is a big problem because the customeris what a hotel is built on. If there is customer there is no doubt that hotels is eitherbe lost or become houses. So it should be satisfy to the customers since they aremasters of our hotels. Our study identifies indefinitely in gaalkacyo but there areother cities and areas where customers are dissatisfied.No matter how different. The world has reached the highest level of customersatisfaction. We know that Somalia has not yet become well-equipped as otherdeveloped countries and makes a good example.1.4. Objectives of the studyThe general purpose of this study is to know that there is customer’s satisfactionespecially for those who stay in hotels from the hotel owner or hotelier and tolisten to customer feedback. We are looking at these two folds:1.To examine these customers get the best services and care of the theirexpectations.