The impact of the quality of service and the level of personalization on the formation of customer loyalty in the segment of private yacht tourism in Antalya

Abstract

This study is devoted to the analysis of the factors of formation and strengthening of customer loyalty in the highly competitive segment of private yacht tourism in Antalya. The main focus is on the relationship between the quality of service and the level of personalization of services with the willingness of customers to reuse and brand recommendations. The paper reveals that in conditions of seasonal demand and growing competition, traditional factors of attractiveness (infrastructure, technical equipment of yachts) are becoming insufficient to retain a discerning audience. The study confirms that the key driver of loyalty is the operator's ability to create a unique emotional experience based on deep personalization. This includes adapting routes, events and on-board service to the individual preferences of the guest, as well as thoughtful loyalty programs for regular customers. A special role is played by the staff: their professional competence, empathy, the ability to establish trusting relationships and respond promptly to requests. The results demonstrate that it is the human factor and the subjective feeling of caring that customers often remember more strongly than the material attributes of luxury. The analysis revealed that high quality of service is the basic condition on which personalization works effectively. Safety, technical reliability of yachts, cleanliness, punctuality and cultural sensitivity of the staff are recognized as critical aspects. Violation of these standards negates the positive effect of individual options. The importance of the speed of feedback at all stages of interaction (booking, cruise, post-service) and transparency of pricing policy is emphasized. The study also examines the impact of external factors such as reputation management in the digital environment (reviews, social media), environmental responsibility of operators and adaptation to global challenges (for example, a pandemic). The practical significance of the work lies in the development of recommendations for Antalya yacht operators on integrated loyalty management through the synergy of impeccable service, thoughtful personalization and long-term building of emotional bonds with customers, which ensures sustainable competitive advantages and financial stability in seasonal conditions.