Factors Related to the loyalty of Iranian Customers of Five Star Hotels in Tehran

The aim of this research is to identify the factors related to customers’ loyalty in Tehran's five star hotels and to rank the variables of each factor according to their importance. This is a descriptive-survey from the research approach perspective and it's statistical population consists of the Iranian loyal customers. Based on random sampling and questionnaire as the instruments, out of 450 questionnaires which were distributed among the related customers, 216 were collected. Pearson correlation is used for testing research hyphothesis and mean ranking is used for classifying the variables related to each of factors according to their importance.The results, using SPSS software, show that each of relevant factors (i.e, hospitality; accommodation; food and beverage; recreation and entertainment; supplementary services; hotel's position and displacement, and price) have significant and positive relationships with customer's loyalty. Among these factors, the supplementary services with 0.546 coefficient correlation has the greatest relationship with loyalty. The mentioned factor includes variables such as efficient and appropriate laundry services; availability of parking for hotel's guests; possibility of cost payment by credit cards for service(s); launching facilities for meetings and conferences; access to information and communication technologies; using electronic card for room instead of keys and to have access to facilities in emergency situations.