Brand Image and Customer Loyalty: The Relationship Between Hotel Brand Perception and Repeat Customer Rates

The relationship between hotel brand perception and customer loyalty is a key factor in determining repeat customer rates in the hospitality industry. This study explores how the perception of a hotel’s brand, shaped by attributes such as service quality, reputation, and consistency, influences customer satisfaction and loyalty. By examining data collected from hotel customers in Tehran, this research investigates the connection between brand image and repeat booking behavior. The findings suggest that a strong, positive brand image is a significant predictor of customer loyalty, with loyal customers showing a higher likelihood of returning to the hotel and recommending it to others. Service quality and reputation were found to be the most influential factors in shaping the overall brand perception, while consistency in delivering quality experiences reinforced customer trust and loyalty. This study provides practical insights for hotel operators, emphasizing the importance of building and maintaining a positive brand image to foster customer loyalty and improve repeat customer rates. The research also highlights the role of customer experience in creating lasting emotional connections with guests, ultimately encouraging long-term relationships and sustained business success.

کلیدواژه ها:

Brand image ، customer loyalty ، hotel perception ، repeat customer rates ، hospitality industry.