THE EFFECT OF SERVICE DELIVERY QUALITY ON BRAND LOYALTY IN HOTEL INDUSTRY IN HOTEL INDUSTRY : THE CASE OF FIVE STAR HOTELS IN BOLE SUB CITY

Abstract

In order to fulfill the evolving expectations of clients, service providers need to continuously innovate and improve their offerings. To meet targeted service quality targets, it's critical to comprehend the significance of service quality and put into practice efficient operating techniques. The purpose of this study was to determine how brand loyalty is impacted by service delivery quality in five-star hotels. It used mixed research approach and descriptive and explanatory research designs. Explanatory research designs were mostly utilized to examine the data obtained from a sample of 384 hotel visitors via questionnaires in order to accomplish this goal. The study sample was chosen using the probability sampling technique, more precisely random sampling. Only 317 of the distributed questionnaires (or 83% of the total) were correctly completed and returned. In this study, statistical methods including mean, standard deviation, correlation, and regression analysis were used to examine the data obtained from a questionnaire. A 5% level of significance was applied to multiple regression models in order to determine the association between brand loyalty and service quality parameters. The study discovered that among hotels, tangibility, empathy, certainty, and responsiveness all positively and significantly increase brand loyalty. Thus, this study concluded that reliability, assurance, empathy, responsiveness and tangibility will increase brand loyalty among start hotels. The study suggests that hotels should make sure their facilities are visually appealing and that their employees are well-groomed to improve customer satisfaction and brand loyalty. Hotel management should also ensure that their employees are knowledgeable about the hotel and its services in order to assist guests effectively. Policymakers can use the study's findings to encourage hotel managers to focus on improving service quality to increase brand loyalty.