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

CITATION

Saleem, H. & Raja, N.S. (2014) The Impact of Service Quality on Customer Satisfaction, Customer Loyalty and Brand Image: Evidence from Hotel Industry of Pakistan, Middle-East Journal of Scientific Research, 19(5), 706-711

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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.


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