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