الملخص

This study aimed to know the impact of service specifications and personal as well as social factors of customer on loyalty to the trade mark for the customers of hotel services in “Five Star Hotels” located in Riyadh City as 1100 questionnaire were distributed to the study sample. The study concluded several results, the most important of which is: there is correlation between personal and social factors of customers of hotel services in “Five Star Hotels” in Riyadh City.  The study presented a number of recommendations related to the quality Marketing Mix and the kind of information which offer to the customers   through their promotional campaign and what they are providing actually and that is in order to make sure the level of quality of hotel service on one hand and customer’s satisfaction from the hotel product on the other hand. Thus, the mental image about the Saudi tourism product will be improved which will help to achieve maximum degree of tourism attraction and tourism development – in the sense of activating the monitoring systems.