Impact of Service Quality on Brand Image: Empirical Evidence from Hotel Industry

Malik, Muhammad Ehsan; Naeem, Basharat; Nasir, Abdul Mohsin
December 2011
Interdisciplinary Journal of Contemporary Research in Business;Dec2011, Vol. 3 Issue 8, p630
Academic Journal
Brand image is one of the key components that enable hotels to gain superior advantage over their rivals. From last five years, there is huge proliferation of hotel brands across the globe due to which hotel management faced difficulties to build a unique brand image in consumers' mind. So, the basic aim of this research endeavor was to find out what service quality dimensions can promote brand image of four and five star hotels in Pakistan. Hotel customers' survey responses were analyzed by employing regression technique. It was observed that empathy, responsiveness and reliability perceptions were instrumental in nurturing hotel brand image. Interestingly, perceived assurance and tangibles did not contribute anything significant in boosting brand image. Implications for practitioners and suggestions of future researchers were presented, too.


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