The main aim of this research was to determine differential impact of customers’ perceptions
regarding SERVQUAL dimensions on their hotel brand loyalty. Based on study findings, it
can be concluded that customers’ perceptions regarding hotel brand quality dimensions such
as “tangibles”, “reliability” and “empathy” contributed to build their brand loyalty.
Interestingly, favorable perceptions on hotel tangibles predicted relatively stronger brand
loyalty than did reliability and empathy perceptions.
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
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VOL 3, NO 8
intact with the brand.