Caruana (2002) states that repeat customer behaviour is an expression of genuine loyalty to a brand and not merely an afterthought. Quality is the key to competitiveness. Hospitality businesses in the United States of America, such as the Ritz-Carlton, Marriot, Four Seasons and Novotel, have implemented Quality Programmes to deal with ever-increasing guest expectations. These programmes are all based on the basic principles to achieve and deliver quality, which have been outlined by well-known quality gurus such as Deming, Crosby and Juran amongst others.