The Effect Of Service Quality, Brand Image And Customer Satisfaction On Customer Loyalty:Evidence From Hotel Industry

Abstract

There is a significant relationship between service quality and customer satisfaction (Chao, Wu and Yen, 2015). [...]high sendee quality can result in achieve high customer satisfaction (Hu, Kandampully and Juwaheer, 2009). There is a significant impact of brand image on customer satisfaction (Dunuwille and Pathmini, 2016). [...]brand image influences customer satisfaction (Lahap, et. aL, 2016). The Bartlett's l est of Sphericity' was tested through Chi-Square value for service quality, brand image, customer satisfaction and customer loyalty was significant at 0% level of significance. [...]the above hypothesis is rejected, indicating that the itent to item correction matrix is not an identity matrix and hence the data collected through all the above mentioned measures was suitable for factor analysis. Initially model fit was cheeked using different measures and the results as indicated in the table below proved that the model was having good filas the chi square value was 502.687 significant at 0.280, x2/df was between 1 lo2as well as the fit indices such as CFI, IFI and TL1 were higher than 0.95 and RMSEA was less than 0.05 and the badness of fit index such as GF1 and NFI was less than0.95 but very close to the criteria. [...]computed values of all the goodness of fit indices reflected the good fit of the model.