Abstract
The main objective of this paper is to investigate the effects of service performance of hotel customers on the quality of experience and brand loyalty in Iran and also to propose a model for the hotel industry in Iran. Therefore, findings will contribute to the improvement of both hotel management and tourism industry in Iran. The present study obtained data from 302 international and local customers in four and five Star hotels in five major cities in Iran. This study will significantly contribute to the Iranian tourism market in seeking improvement towards the effectiveness of hotel customers and loyalty in Iran.
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