Impact of Service Quality on Brand Loyalty and Brand Image in the Luxury Hotels: Some Evidence from IRAN

Building brand equity is considered to be one of the key drivers of a business's success. Success in brand management results from understanding brand equity precisely. This study examines what constitutes brand equity in the hotel industry and demonstrate a method for how it can be measured. The focus of this study is to investigate and examine the possible relationship between customer based brand equity and service quality in the hospitality industry through conducting an empirical study in IRAN. The study developed a structural equation model (SEM); the psychometric properties of measures of the study are assessed through the use of reliability analysis, confirmatory analysis, and correlation analysis. Hypothesized relationships are tested through SPSS 11 and LISREL 8.5 using path analysis. One of the most important conclusions that may be drawn from this study lies in the fact that perceived quality, brand loyalty, and brand image are three distinct dimensions of brand equity in IRAN hotel industry. Furthermore, tangibility turned out to be the only dimension of perceived quality that effects brand loyalty and as a result brand image in Iran’s hotel industry.

کلیدواژه ها:

Customer-based brand equity ، Brand loyalty ، Brand image ، SERVPERF ، Hotels ، IRAN