The Impact of Service Quality on Customer Satisfaction, Customer Loyalty and Brand Image in the hotel industry (Case study: five star hotels Tabriz City)

Subject Areas : Geography and Tourism Planning

jafar bahari ¹ , شهلا بهاری ² , مرجان بذله ³ , حامد بهاری ⁴

1 - دانشجوی دکتری مدیریت گردشگری، دانشگاه علم و فرهنگ تهران، تهران، ایران
2 - گروه مدیریت، دانشگاه پیام نور، صندوق پستی 3697-19395، تهران، ایران
3 - دانشجوی دکتری مدیریت گردشگری، دانشگاه علم و فرهنگ تهران، تهران، ایران
4 - گروه شیمی، دانشگاه پیام نور، صندوق پستی 3697-19395، تهران، ایران

Received: 2017-01-29 Accepted : 2017-04-21 Published : 2018-01-21

Keywords: SERVQUAL model, Service Quality, Customer loyalty, Customer Satisfaction, Brand Image,

Abstract :

present research aimed The Impact of Service Quality on Customer Satisfaction, Customer Loyalty and Brand Image in the hotel industry in 5 star hotels of East Azerbaijan Including: El-Goli Pars and shahriar Hotels has been done in the summer of 1394. The data required for this research has gathered by questionnaire with available non-random sampling method through 5 stars hotels guests of Tabriz City. This research, in terms of purpose is functional and based on data collection, is descriptive survey. Also, It has been used structural equation modeling through the SMART PLS software to analyze data. Statistical population of this research has considered all guests of the 5 stars Hotels Tabriz City. Given that the population size is unknown from Cochran formula is used in order to determine the sample size. Provided results showing that Variables of service quality and customer satisfaction both have a positively significant impact on customer loyalty and brand image. and also impact of service quality on customer satisfaction is Positive and significant. and customer loyalty on brand image significant positive impact.