nvestigating the effect of service quality and satisfaction on hotel customers' loyalty in Kurdistan province

The customers of each organization are the focal point of the organization. This idea of customer expectations in order to satisfy their needs and the provision of appropriate services and even superior quality of service to service organizations is inevitable. The hotel industry is not the exception. This research is applied in terms of its purpose and is descriptive and correlational in terms of its purpose. The statistical population of this study was made by all permanent clients of hotels in Kurdistan province who stayed at least one night in a hotel for at least one night. Since the exact statistics of the population of the clients of the hotels in the province are not available and the community is unlimited, the sample size was determined by the Cochran formula and 384 were determined. The sampling method is simple and categorized. The dependent variable of research is customer loyalty, which was measured by the variables of service quality (independent) and customer satisfaction (mediation) based on the Surkalo & Moghimi (1392) questionnaire. Pearson correlation coefficient and structural equation model have been used to investigate the hypotheses. The results of the research showed that the quality of services is high in the customers' view. Also, the data represents customer satisfaction and loyalty. The results show that the components of service quality and satisfaction have a significant effect on customer loyalty.