The key determinants of service quality strategies that improve the brand image of hotels in the UK

This research is carried out to determine how specific service quality strategies are superiorto others. These service quality strategies improve brand image in a better way. This researchhas also focused on identifying a metric that can help measure the effectiveness of differentservice quality strategies in enhancing the brand images of hotels in the UK. The researchrevolves around the concepts of service quality and the elements that are a part of asuccessful service quality strategy. Evaluation of the hotel industry’s issues in terms ofservice quality and analysis of the existing service quality strategy is also carried out in thisresearch. Service quality is a highly subjective category within the hospitality industry; itplays a significant role in customer satisfaction. Therefore, it is essential to have measures inplace that can be used to quantify service quality. There hasn’t been any considerableagreement on the primary keys of the service quality construct; much insight was obtainedthrough analysing different service quality models. Even though understating service qualityis, it is also of utmost importance to measure it. Many models and measurement tools havebeen studied, and it has been noted that various models use the SERVQUAL dimensions tomeasure service quality. The SERVPERV is one of the models that leans heavily on theSERVQUAL dimensions: reliability, responsiveness, tangibility, empathy, and assurance.However, this instrument only measures the perception of service quality, and the customerperceptions are built into the customer’s perceptions on service quality. Therefore, it isn’tnecessary to measure it on its own. This research has been carried out primarily as primaryresearch. Literature Review was carried out to provide theoretical underpinning. A samplesize of 300 people filled out an online questionnaire. Most of the data analysis was based on asimple statistical presentation. SERVQUAL can be considered the viable metric tool tomeasure the effectiveness of different service quality strategies in improving brand images ofhotels in the UK. This research has successfully achieved its objectives: to determine thesuperiority of specific service quality strategies over others in enhancing brand image; and toidentify a metric to measure the degree of effectiveness of different service quality strategiesin improving brand images of hotels in the UK.