Service Quality as a Determinant of Brand Image and Customer Loyalty in Hotels

Abstract

This research article aimed to 1) examine service quality, brand image, and customer loyalty, 2) to compare brand image and customer loyalty classified by personal factors, and 3) to investigate the effect of service quality on brand image and customer loyalty. This study was a quantitative research design. The conceptual framework was developed based on the concepts of hotel brand image, service quality theory, customer loyalty theory, and demographic characteristics. The sample consisted of 400 customers who had previously used hotel services. The sample size was determined using the Krejcie and Morgan method. The questionnaire was used as the instrument. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics, including t-test, One-Way ANOVA, and multiple regression analysis. The results revealed that 1) personal factors, including age, education level, occupation, and hotel expenditure per night, significantly influenced customers’ attitudes toward hotel brand image at a statistically significant level, 2) differences in personal factors, namely age, education level, and occupation, resulted in significantly different levels of customer loyalty, and 3) service quality in terms of tangibles and responsiveness significantly affected hotel brand image from the customers’ perspective, while service quality in terms of tangibles, responsiveness, and empathy significantly influenced customer loyalty at a statistically significant level.