The Impact of Service Quality on Customer Satisfaction, Customer Loyalty and Brand Image: Evidence from Hotel Industry of Pakistan

Abstract

The rationale of this study is to look at the association between services quality of Pakistani hotel and to scrutinize cause on customer satisfaction, brand image and customer loyalty. The primary data was collected from 5 and 8 star hotels of Pakistan. The response rate was 86%. Structural equation modeling (SEM) technique was used to analyze the data. The findings suggested that high quality of services boost up the customer satisfaction and then afterward this satisfaction will strengthen the customer loyalty, our results also matched with Brodie et al., (2009). Last but not the least strong customer loyalty directly related to strong brand image.