Data was collected from multiple cities of Pakistan who used services of eight renowned four
and five stars hotel operating in Pakistan. Survey questionnaires were personally
administered during May to September, 2010. After multiple follow-ups, 190 questionnaires
were successfully retrieved. The SERVQUAL items in the questionnaire were adapted from
the pioneering study conducted by Parasuraman et al’s (1988) having five dimensions
namely, tangibles, reliability, responsiveness, assurance and empathy. Kim and Kim (2005)
scales were used for measuring brand loyalty (6-items). The 5-point Likert scale was used to
measure five dimensions of service quality and customer loyalty where “1 = strongly
disagree” and “5 = strongly agree”. Stepwise regression analysis was employed to test the
research hypothesis.