Study of Relationship Quality with Customers on Perceived Quality and Customer Loyalty (case of five stare hotels in Mashhad city)

In marketplace of business, there is a significant attention to the concept of communication between service providers and customers. Something which is important today is having a qualified communication with customers to improve their perceived subjective quality of the service, which leads to create customer loyalty. Relationship quality with customers influenced on multiple factors such as quality of relationship with the customer, perceived quality and effective customer loyalty and gain competitive advantage for organizations in particular can cause in the service sector. This article has been studied the model of impacts of relationship quality and customer perceived quality on customer loyalty. Data for this study with non-random available sampling from five star hotels in major city of Mashhad by using a questionnaire was gathered. This study is an applied research with descriptive nature. Considering its data analysis method, it is a structural equation based research using smart PLS software. The result indicates that relationship quality with customers has impact on both perceived quality and customer loyalty. Also the indirect impact of relationship quality with customers oncustomer loyalty through perceived quality was confirmed.