Acta Univ. Bohem. Merid. 2023, 26(1):31-49 | DOI: 10.32725/acta.2023.0031590

Brand sustainability of three star hotels: tourists’ experience of service quality

Pallabi Mishra1
1 Department of Business Administration, Utkal University, Bhubaneswar

Sustainability of business has become an imperative concern for the marketers in this competitive atmosphere.. One of the major issues is the brand sustainability of service quality. Service quality has been studied by many researchers world-wide in various sectors. But does service quality have an effect on sustainability of brand name and brand image of service brands. The purpose of this research lies in determining the effect of experienced service quality on sustainability of   brand name and brand image of the hotel industry. The present study included data mainly from primary sources although secondary data also facilitated the research. The research is exploratory as well as causal in nature. It was found that empathy dimension of service quality has the most positive significant effect on brand name and brand image where as assurance has the lowest significant effect on the brand name and brand image of hotels. The results imply that hoteliers need to focus on the improvement of service quality to build a better brand name and brand image. Since the hotels taken for the study were of three star categories the prominence of quality of service is of utmost importance to enhance their brand name and brand image. The hotel employees have to be more responsive to the guests’ requirements to build the brand of the hotel. The services provided need to be more reliable. In the era of up growing social media not only promotion of the hotels but the quality of service also matters in brand sustainability.

Keywords: Brand name, SERVQUAL, Brand image, SEM,Brand Sustainability

Received: July 28, 2022; Revised: March 21, 2023; Accepted: September 1, 2023; Prepublished online: September 4, 2023; Published: September 6, 2023  Show citation

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Mishra, P. (2023). Brand sustainability of three star hotels: tourists’ experience of service quality. Acta Universitatis Bohemiae Meridionalis, 26(1), 31-49. doi: 10.32725/acta.2023.003
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