7. Conclus ion
Despite the limitations, this research had successfully achieved its goal. This study enhances and fosters our understanding regarding how brand image could influence customer satisfaction in the Malaysian hotel industry. To sum up, it is hoped that this research will contribute to the body of knowledge and it can act as a tool to provide maximum customer satisfaction as well as to be used as a recommendation for hotels to improve their brand image s o t hat it will at t ract more cus t omers and able to retain the existing customers.