Today, competition is a primary challenge in the hospitality industry and the solution lies not
only in increasing market share, and then preserving it accordingly, but also keeping them
intact with the brand. As discussed earlier, in highly competitive war-field, a brand loyal
customer profile is critical for a hotel brand. Our study recommends a stronger role of service
quality and one of the strategies to create such a loyal customer profile is to develop a unique
ambiance, an exclusive tangibilized atmosphere and a service delivery ensuring empathy and
reliability. The staff’s politeness, responsiveness, timely service and empathy plays a strong
positive role in instigating a sense of belongingness in the customers; which means a strong
brand loyalty because employee’s behavior and attitude shape customers’ overall perceptions
about the brand.