The Effective Factors on Improving the Quality of Tourism Services and its Role in Customer Loyalty of Persepolis Hotel in Shiraz

One of the main factors of industry competitiveness is quality of services. Tourism is also an industrial service in which, the quality of services and loyalty of tourists are important issues in the field of tourism planning and marketing. Therefore, the purpose of this study is to identify and rank the factors affecting the quality of tourism services and its role in customer loyalty of Persepolis Hotel in Shiraz. The method of this research is descriptive survey. 28 non-randomly tourists of Persepolis Hotel in Shiraz have been selected and the information from their mental record has been extracted by survey method. Then, data and scenarios are analyzed using fuzzy cognitive mapping technique and the research model is designed by using social media analysis. According to the findings of this research, in order to improve the quality of tourism services and its role in hotel customer loyalty, several factors are involved. Among them, factors of creating trust and confidence in customers, timely delivery of services and employing trusted and interested staff are the most important, because they command more centrality