Brand Loyalty in Hospitality Sector in India: A Case study of Indian Hotels in Goa-Kerala.

Abstract

In general, perceived service quality seems to be positively related to customers' likelihood of remaining a loyal customer and their attitudes toward the service provider (Anton, Camarero, & Carrero, 2007; Bell, Auh & Smalley, 2005; Aydin & Ozer, 2005). Suhartanto (2011) reported that there are numerous studies, mostly conducted in developed countries, which examined service quality as the determinant of customers' brand loyalty in the hotel industry. This prompted the researchers to investigate empirically how and to what degree customers' perceptions on service quality dimensions impact their hotel brand loyalty in developing country-India. Multiple regression analysis, on survey responses of the customers of 8 different four and five star hotels, reflected that customers' perceptions on tangibles, empathy and reliability contributed to fostering their loyalty with hotel brands. Implications for practitioners and future researchers were discussed, too.