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EXAMINING EMPIRICAL RELATIONSHIP AMONG SERVICE QUALITY REPUTATION AND BRAND LOYALTY IMPORTANT ROLE OF SATISFACTION

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10 Pages : 126-137

http://dx.doi.org/10.31703/ger.2021(VI-I).10      10.31703/ger.2021(VI-I).10      Published : Mar 2021

Examining Empirical Relationship among Service Quality, Reputation and Brand Loyalty: Important Role of Satisfaction

Abstract

    The study in hand attempts to investigate the intervening role of satisfaction on service quality and reputation relationship with brand loyalty in the hotel industry of Pakistan. The sample of the current research was customers of the hotels operated in Khyber-Pakhtunkhwa. Based on convenience sampling, a total of 400 respondents were selected. A total of 356 questionnaires were received back, from which 345 were usable. Data were collected from the targeting customers through a structured questionnaire. The instrument validity and reliability were checked. The study found that reputation and service quality are significantly related to brand loyalty. The relationship between service quality and brand loyalty is did not mediated by satisfaction. Based on these results, the study recommended that the hotel industry give due importance to service quality, including physical environment, location, and staff behaviour, and reputation, to gain customer loyalty. In the end, we also recommend future directions to explore the phenomena further.

    Satisfaction, Service Quality, Brand Loyalty, Reputation, Hoteling Industry

    (1) Umar Siddique
    PhD Scholar, Qurtuba University, Dera Ismail Khan, KP, Pakistan.
    (2) Muhammad Imran
    Assistant Professor, Qurtuba University, Dera Ismail Khan, KP, Pakistan.
    (3) Sajid Rahman Khattak
    Assistant Professor, IBMS, The University of Agriculture, Peshawar, KP, Pakistan.
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Cite this article

APA

    APA : Siddique, U., Imran, M., & Khattak, S. R. (2021). Examining Empirical Relationship among Service Quality, Reputation and Brand Loyalty: Important Role of Satisfaction. Global Economics Review, VI(I), 126-137. https://doi.org/10.31703/ger.2021(VI-I).10

CHICAGO

    CHICAGO : Siddique, Umar, Muhammad Imran, and Sajid Rahman Khattak. 2021. "Examining Empirical Relationship among Service Quality, Reputation and Brand Loyalty: Important Role of Satisfaction." Global Economics Review, VI (I): 126-137 doi: 10.31703/ger.2021(VI-I).10

HARVARD

    HARVARD : SIDDIQUE, U., IMRAN, M. & KHATTAK, S. R. 2021. Examining Empirical Relationship among Service Quality, Reputation and Brand Loyalty: Important Role of Satisfaction. Global Economics Review, VI, 126-137.

MHRA

    MHRA : Siddique, Umar, Muhammad Imran, and Sajid Rahman Khattak. 2021. "Examining Empirical Relationship among Service Quality, Reputation and Brand Loyalty: Important Role of Satisfaction." Global Economics Review, VI: 126-137

MLA

    MLA : Siddique, Umar, Muhammad Imran, and Sajid Rahman Khattak. "Examining Empirical Relationship among Service Quality, Reputation and Brand Loyalty: Important Role of Satisfaction." Global Economics Review, VI.I (2021): 126-137 Print.

OXFORD

    OXFORD : Siddique, Umar, Imran, Muhammad, and Khattak, Sajid Rahman (2021), "Examining Empirical Relationship among Service Quality, Reputation and Brand Loyalty: Important Role of Satisfaction", Global Economics Review, VI (I), 126-137

TURABIAN

    TURABIAN : Siddique, Umar, Muhammad Imran, and Sajid Rahman Khattak. "Examining Empirical Relationship among Service Quality, Reputation and Brand Loyalty: Important Role of Satisfaction." Global Economics Review VI, no. I (2021): 126-137. https://doi.org/10.31703/ger.2021(VI-I).10