The effect of external service quality on customer’s loyalty in hotel’s industry supply chain (Case Study: Parsian Hotels)

Service quality is a factor for measuring customer satisfaction in hotel industry. Therefore, in order to achieve competitive advantage and maintain customers, improving service quality has become an important tool in hotel industry to achieve customer satisfaction which is lead to customer loyalty. Because companies are developing close relationships with suppliers and customers. Since then the role of suppliers and their impact on the external services quality cannot be forgotten, in this research, the effect of external services quality are examined on internal service quality and customer loyalty in the supply chain of hotel industry. After reviewing the literature of the study and identifying the variables, the standard questionnaire Parkshash (2011) was distributed among 265 experts of the Parsian hotels complex then were analyzed by Structural Equation Modeling(SEM) and LISREL8. Ultimately finding showed that there is a positive relationship between external service quality and internal service quality and customer loyalty.