The Effect of Perceived Service Quality on Brand Loyalty: The Case of 5 Star Hotels in Tourism Sector

This study aims to examine the attitudes towards brand loyalty based on the perceived service quality of guests staying in 5-star hotels in the tourism sector. The sample consists of 204 male and female participants who stayed in a 5-star hotel in Istanbul. The study evaluates how the dimensions of perceived service quality-namely tangibility, reliability, responsiveness, assurance, and empathy-affect brand loyalty among hotel guests. Quantitative methods were used to measure perceived service quality and brand loyalty using questionnaires. Statistical analyses including descriptive statistics, exploratory factor analysis and structural equation modeling were conducted to evaluate the data. The findings reveal that there is a significant positive correlation between perceived service quality and brand loyalty. Specifically, higher perceived service quality increases customer satisfaction, which in turn improves brand loyalty. The results emphasize the importance for hotel management to focus on improving service quality to ensure stronger customer loyalty. This study contributes to the literature by providing insights into the relationship between service quality and brand loyalty in the context of the luxury hotel industry in Istanbul and offers practical implications for hotel managers aiming to increase customer retention and loyalty.