Understanding the Impact of Service Quality on Customer Loyalty in the Hospitality Industry

1. Introduction

The hospitality sector, prioritizing the provision of outstanding experiences, is crucial to the global economy. The idea of service quality is crucial to its success, denoting the comprehensive evaluation of a service's ability to meet or beyond client expectations (Liu et al., 2022). In this competitive landscape, understanding the correlation between service quality and client loyalty is crucial for the sustained development of hospitality enterprises. Customer loyalty is considered a crucial metric for long-term success, since loyal consumers are more inclined to return and endorse services to others (Limna, 2023). Thus, examining the impact of service quality on customer loyalty has emerged as a pivotal domain of inquiry and application for hospitality managers, marketers, and academics. Service quality is multidimensional and encompasses a complex interplay of many aspects, including tangibility, dependability, responsiveness, assurance, and empathy. Jayawardena et al. (2023) assert that the tangible aspects of service quality, including the physical environment, facilities, and amenities, often represent the first interaction between clients and the service provider. The awareness of these concrete elements may profoundly influence a customer's whole assessment of the service experience. Nonetheless, the intangible elements, such staff attentiveness, the reassurance they provide, and their capacity for empathy towards visitors, are as vital in fostering a favorable customer experience. The interaction of these elements eventually affects a customer's pleasure and their future probability of becoming a loyal client of the institution (Özdemir et al., 2023). Comprehending the impact of service quality on customer loyalty is essential, since devoted consumers provide significant advantages for hospitality enterprises. They not only tend to increase their expenditure over time, but they are also more inclined to endorse services to others, so improving the business's reputation and drawing in new consumers (Doğan Gürsoy et al., 2023). Loyalty programs are often structured to reward repeat consumers, so encouraging their ongoing patronage. The relationship between service quality and client loyalty is both theoretical and empirically validated, demonstrating a robust positive association (Bux & Amicarelli, 2022). Customers that recognize superior service quality are more inclined to maintain loyalty, despite competing alternatives from other hospitality providers (Darvishmotevali & Altinay, 2022). This is especially relevant in a context where consumers have more access to reviews and social media, making their decisions more informed and thus more challenging to influence without superior service (Liu-Lastres et al., 2022). Although there is widespread consensus on the significance of service quality in cultivating client loyalty, it is crucial to acknowledge that this relationship is not always linear or uncomplicated. The relationship between satisfaction and loyalty may be affected by several variables, including the nature of the service offered, the demographics of the target audience, and external influences such as economic situations or social trends (Chen et al., 2022). In the realm of luxury hotels, where patrons anticipate exceptional personalized service and exclusive experiences, the factors influencing loyalty may markedly differ from those in budget accommodations, where value for money may serve as a more potent loyalty driver (Akarsu et al., 2022). Regional disparities might also influence the expectations and perceptions of service quality. In some cultures, service quality may be mostly shaped by the staff's friendliness and attention, but in others, cleanliness and operational efficiency may take precedence (Emon & Khan, 2024). The growing dependence on technology in the hotel sector has altered the dynamics of service quality. Digital touchpoints, like online booking systems, smartphone applications, and self-service kiosks, have become essential components of the visitor experience (Ntounis et al., 2021). The quality of these technology interfaces has become a significant element affecting overall perceptions of service quality. A smooth and user-friendly booking procedure may enhance customer satisfaction, while a malfunctioning or complex system may result in dissatisfaction and diminished loyalty (Emon et al., 2025). This is especially pertinent in the post-pandemic period, since several consumers anticipate more contactless or technology-based service alternatives, and their loyalty may hinge on the efficacy of meeting these expectations. Furthermore, the correlation between service quality and client loyalty is dynamic. It is dynamic and changes over time as consumers engage with the brand via various touchpoints (Doğru et al., 2023). A customer's initial interaction with a service provider may be significantly affected by factors such as check-in efficiency and facility aesthetics; however, as their relationship with the brand evolves, elements like personalized service, acknowledgment of repeat customers, and loyalty program advantages may emerge as more critical determinants of loyalty. The dynamic nature of the service experience underscores the need for hospitality enterprises to consistently assess and adjust their service provision to align with shifting consumer expectations and sustain enduring loyalty. The influence of service quality on customer loyalty is interconnected with wider industry developments. Following the COVID-19 pandemic, there has been a heightened focus on cleanliness, safety standards, and adaptability in booking and cancellation rules (Liu et al., 2022). These factors have shaped consumer expectations for service quality, and firms that swiftly adapted to these new standards acquired a competitive advantage in customer trust and loyalty. As the sector recuperates and transitions into a new development phase, these factors will remain pivotal in influencing the future of service quality and customer loyalty in hospitality (Limna, 2023). Loyal customers provide obvious advantages, including recurring business and favorable word-of-mouth recommendations, and they also act as significant sources of feedback for firms (Jayawardena et al., 2023). Their insights help enhance service design, operations, and customer experience management. By cultivating a loyal client base, hospitality enterprises may diminish the expenses related to obtaining new consumers, a process that is often more resource-intensive than maintaining current ones (Chen et al., 2022). Loyal consumers are more inclined to tolerate price rises, enabling organizations to enhance profitability over time without sacrificing market share (Darvishmotevali & Altinay, 2022). The connection between service quality and client loyalty in the hotel business is intricate, multifaceted, and fundamentally linked to consumer expectations, service provision, and satisfaction. As the industry progresses, enterprises must stay adaptable in comprehending and addressing these elements to cultivate loyalty and ensure enduring success. In light of escalating competition, technological progress, and evolving consumer tastes, investigating the precise factors influencing service quality and client loyalty is essential for hospitality enterprises seeking to maintain a competitive edge. By focusing on the intricacies of service quality and persistently improving the customer experience, hospitality companies may cultivate enduring connections with their clientele, so securing ongoing development and profitability in a dynamic environment (Özdemir et al., 2023).

2. Literature Review

Service quality has been a central theme of study in the hotel sector for several decades, due to its substantial impact on customer satisfaction and loyalty. In the competitive hotel industry, understanding the determinants of service quality and their impact on consumer behavior is essential for corporate success. Researchers have proposed several models and frameworks to elucidate the determinants of service quality, which subsequently affect consumer loyalty. Service quality, defined as the degree to which a service meets or surpasses customer expectations (Khan et al., 2025), is often assessed via aspects like dependability, assurance, tangibility, empathy, and responsiveness (Khan et al., 2024). These factors have been examined and corroborated in several research, each highlighting their essential influence on consumer views and loyalty. The SERVQUAL model, created by Parasuraman, Zeithaml, and Berry in 1988, is one of the first and most significant frameworks for measuring service quality, delineating five essential dimensions: tangibles, dependability, responsiveness, assurance, and empathy. Scholars have progressively polished and broadened these qualities within the framework of the hotel sector. A primary reason for this is the intrinsically intangible character of services in the hospitality industry, making the client experience far more complicated to quantify than that of physical items. According to Emon et al. (2024), the hotel sector is especially reliant on delivering favorable service experiences that fulfill or beyond client expectations. This has resulted in extensive study on how service quality in this setting influences consumer satisfaction, loyalty, and future behavior (Khan & Emon, 2024). Reliability is a crucial element of service quality, denoting the capacity of a hospitality service provider to continuously fulfill promised services with accuracy and dependability (Gürsoy & Chi, 2020). A research by Limna & Kraiwanit (2023) shown that the dependability of hotel services significantly contributes to consumer loyalty. Clients who received consistent service were more inclined to return and endorse the services to others, hence strengthening the correlation between service quality and loyalty. Tangibility, including physical facilities, equipment, and staff appearance, is a vital element of service excellence. Özdemir et al. (2022) contended that meticulously kept and visually appealing hotel settings substantially improved consumers' overall impressions of service quality and satisfaction, resulting in increased loyalty. Carvalho & Alves (2022) recognized the physical attributes of the service environment, including cleanliness and décor, as critical factors influencing customer satisfaction, which in turn affects repeat patronage and word-of-mouth referrals. A crucial aspect of service quality is responsiveness, which pertains to the readiness of service providers to assist consumers and provide timely service (Khan et al., 2021). In the hospitality sector, responsiveness pertains to the promptness with which staff members attend to client demands, grievances, and requests. Meira & Hancer (2021) performed study in various hotel environments and discovered that prompt solutions to customer concerns not only improved customer satisfaction but also significantly contributed to the enhancement of customer loyalty. Empathy, defined as the consideration and attentiveness shown by service providers towards the specific requirements of consumers, was emphasized by Dube et al. (2020) as an essential component of service excellence. They said that empathy cultivates emotional bonds with clients, leading to enhanced loyalty and recurring patronage. Moreover, researchers have investigated the influence of external variables, including technology improvements and cultural changes, on consumer perceptions of service quality within the hotel sector. As digital technology advances, the hotel industry has progressively depended on technology-driven solutions to improve service delivery. Khan et al. (2024) discovered that technology advances, such self-check-in kiosks and mobile applications, may markedly enhance service quality by diminishing waiting times and increasing convenience. Nevertheless, these technologies must be deployed in a manner that preserves the human engagement and response anticipated by clients from hospitality companies. The incorporation of technology must be smooth and tailored to the customer's requirements (Breier et al., 2021). Technology has impacted how consumers perceive the tangibility and dependability of hospitality services, since online reviews and digital feedback systems provide a forum for assessing experiences and holding firms responsible (Vakira et al., 2022). The relationship between service quality and customer loyalty is not just dependent on conventional characteristics of service quality but is also shaped by the whole customer experience. Aharon et al. (2021) assert that client loyalty arises from a cumulative and multidimensional experience that transcends individual service interactions. In hospitality, consumer loyalty is often determined by enduring encounters between the client and the brand, impacted by consistent treatment, customized attention, and perceived value (Khawaja et al., 2021). Ghani et al. (2022) reinforced this notion by illustrating that consumers having a sustained connection with a brand, characterized by regular visits or engagement with loyalty programs, are more inclined to display robust loyalty behaviors. This indicates that service quality, while essential, is but one component of a broader customer experience that requires ongoing cultivation to maintain loyalty. Recent research have emphasized the influence of emotional elements on the correlation between service quality and client loyalty. Kong et al. (2022) assert that emotional connections established during service interactions may profoundly affect consumer perceptions of service quality and foster increased loyalty. The emotional connection is particularly crucial in the hotel sector, which prioritizes the creation of unforgettable experiences for patrons. Customer emotional involvement, particularly via individualized services, has been shown to improve their sense of service quality, thereby promoting loyalty (Majeed & Kim, 2022). Clients who see themselves as appreciated and acknowledged by a service provider are more inclined to return and establish enduring connections with the brand (Ben Youssef & Zeqiri, 2020). The notion of service quality in the hotel sector is further complicated by variables such as client expectations, which may significantly differ based on personal preferences, cultural backgrounds, and prior experiences (Pham et al., 2019). Jones et al. (2020) posited that foreign passengers would possess distinct expectations of service quality relative to local clients, attributable to variations in cultural norms and past experiences. This indicates that hospitality enterprises must excel in managing client expectations across various segments, ensuring that service quality standards are maintained in ways that appeal to different consumer groups (Khan et al., 2024). Customer loyalty in the hotel sector is significantly influenced by the perceived value of services. Gursoy et al. (2022) assert that clients who see significant value in the services provided are more inclined to become repeat patrons. In this context, value is defined as the interplay between the price paid and the quality of service provided. Kalyar et al. (2021) observed that when consumers sense substantial value for their expenditure, they are more inclined to cultivate brand loyalty, notwithstanding the availability of alternatives. This is especially pertinent in the current competitive hotel sector, where consumers have several options and can readily compare pricing and services. Besides individual loyalty, service quality significantly impacts brand loyalty at the organizational level. Carvalho & Alves (2022) emphasized that constant delivery of high-quality service by a provider cultivates a robust brand reputation, resulting in enhanced customer loyalty across a wider audience. Brand loyalty is often bolstered by favorable word-of-mouth, which subsequently aids in attracting new clients and fortifying the business's market position. Aharon et al. (2021) substantiated that consumers who perceive elevated service quality are more inclined to disseminate their experiences, hence enhancing the brand's success. The link between service quality and client loyalty is dynamic, since consumer expectations and behaviors change over time (Emon et al., 2024). As customer tastes evolve and new trends arise, firms must maintain flexibility and adaptability in their service quality management strategies (Khan et al., 2021). The growing significance of sustainability has resulted in a change in client expectations for eco-friendly activities within the hotel sector. Meira and Hancer (2021) discovered that consumers who prioritize sustainability are more inclined to reward enterprises that exhibit a dedication to environmental responsibility via their service offerings. In summary, the literature about service quality and customer loyalty in the hotel sector underscores the complex and dynamic characteristics of both terms. Service quality, a pivotal element in cultivating customer loyalty, is affected by several aspects, including service dependability, the physical environment, personnel response, and emotional relationships with consumers. As the hotel industry evolves, organizations must comprehend the many aspects influencing service quality perceptions and consistently adjust their tactics to align with shifting client expectations. The correlation between service quality and client loyalty is crucial to the success of hospitality enterprises, and forthcoming research will persist in investigating innovative methods to assess and improve this correlation (Khan et al., 2024).

3. Research Methodology

The study sought to investigate the influence of service quality on customer loyalty within the hotel sector, using a qualitative methodology to get comprehensive insights. A purposive sample strategy was used to choose individuals capable of offering relevant and insightful insights on the topic. A total of 42 interviews were performed with hotel guests, hospitality managers, and industry experts. The participants were selected for their substantial experience and expertise in the hotel business, guaranteeing that the gathered data would be comprehensive and enlightening. The interviews were semi-structured, allowing freedom in dialogue while concentrating on essential subjects such as service quality aspects, customer happiness, and loyalty. The semi-structured interview method offered a mix between standardized inquiries and the freedom for participants to articulate their perspectives in their own language. This methodology enabled the researcher to investigate certain aspects of service quality, including the influence of dependability, responsiveness, and tangibility on customer views and loyalty. The interviews were performed in person or via online platforms, depending upon the participants' availability and preferences. Each interview spanned 30 to 45 minutes, allowing participants sufficient opportunity to articulate their experiences and perspectives comprehensively. To guarantee the authenticity and trustworthiness of the data, the researcher endeavored to provide a pleasant and open atmosphere for the interviews, encouraging participants to express themselves candidly and share their genuine experiences. The researcher used a blend of open-ended questions and prompts to facilitate the dialogue, enabling an in-depth examination of the participants' perspectives on the correlation between service quality and customer loyalty. Furthermore, the researcher obtained the participants' agreement to record the interviews and meticulously documented notes throughout each session. Upon concluding the interviews, the data was transcribed verbatim to enable comprehensive analysis. The transcriptions were then analyzed by topic coding, a prevalent technique in qualitative research. The researcher noticed repeating themes and patterns in the replies, concentrating on critical elements of service quality that participants saw as influencing customer loyalty. The approach included many coding iterations, during which the researcher classified and honed the data into digestible chunks that represented the participants' perspectives on different facets of service delivery. The concluding themes identified from the research included the value of service consistency, the influence of customized service, the contribution of technology to service quality enhancement, and the importance of emotional ties between service providers and clients. The researcher used an inductive technique in data analysis, allowing themes to emerge organically from the data instead of imposing predetermined classifications. This method was used to guarantee the analysis was rooted in the participants' viewpoints, offering a more profound comprehension of the intricacies and complexities inherent in the service quality-loyalty connection. The results were then compared with existing literature to discern similarities and discrepancies, offering an extensive perspective on the impact of service quality on customer loyalty within the hotel industry. Ethical issues were of utmost importance throughout the study procedure. Participants were well apprised of the study's objective, and their participation was voluntary. They were guaranteed that their comments would be kept secret and anonymous, with any identifying information eliminated throughout the analysis and reporting phases. The researcher complied with ethical norms by securing informed permission from all participants, guaranteeing their comprehension of the right to withdraw from the study at any time without repercussions. The sample size of 42 interviews was deemed sufficient for the study's purpose, offering a varied array of opinions while ensuring the data was sufficiently rich for substantive analysis. The sample was intentionally diversified to include both consumers and industry specialists, enabling a thorough comprehension of the elements influencing customer loyalty from many perspectives. This method offered a comprehensive depiction of the hospitality industry's intricacies, including both the customer experience and the operational difficulties encountered by service providers. The study technique aimed to provide comprehensive, qualitative insights into the correlation between service quality and customer loyalty. The semi-structured interviews provided flexibility and depth, while the thematic analysis facilitated the identification of major themes and patterns within the data. The study captured a comprehensive picture of how service quality affects customer loyalty in the hotel business by examining the viewpoints of both consumers and industry experts, offering significant insights for practitioners and scholars.

4. Results and Findings

The study findings emphasized numerous critical insights about the influence of service quality on customer loyalty in the hotel sector. An exhaustive examination of the interviews indicated that consumers uniformly assessed service quality as a pivotal aspect influencing their choice to revisit a hotel or endorse it to friends. Service quality was determined to affect customer loyalty via many characteristics, including dependability, responsiveness, empathy, and overall guest pleasure. Participants offered detailed insights on the perception and valuation of these characteristics, enhancing the knowledge of the variables that foster enduring loyalty in the competitive hospitality industry. Reliability surfaced as a predominant aspect of service quality, with consumers indicating their appreciation for consistency in service provision. Guests emphasized that their loyalty was significantly linked to the constant fulfillment of their expectations, especially with room cleanliness, the precision of booking details, and the delivery of promised services. The staff's trustworthiness in delivering correct information, upholding service standards, and swiftly resolving difficulties was highlighted as a crucial factor in customer satisfaction and loyalty. Numerous participants observed that instances in which hotels did not fulfill their expectations about dependability resulted in disappointment, with some explicitly stating they would refrain from returning to establishments that had previously failed to meet their standards consistently. A significant issue that emerged was the importance of responsiveness in fostering client loyalty. Numerous respondents said that their interactions with hotel personnel response profoundly influenced their assessment of service quality. The readiness and capability of hotel personnel to promptly and efficiently address client requirements were recognized as essential determinants of loyalty. Guests highlighted that prompt and attentive reactions to specific requests, concerns, or issues throughout their stay fostered a feeling of trust and worth. Participants often reported that hotels that immediately handled difficulties, regardless of the resolution's perfection, fostered a lasting favorable image, motivating them to return in the future. Empathy emerged as a significant theme in the research, with many participants emphasizing how individualized attention and comprehension from hotel personnel influenced their whole experience. Numerous visitors recounted instances in which they saw the hotel personnel as really attentive to their requirements, resulting in a sense of value and appreciation. The perception of being regarded as persons rather than just consumers fostered a profound emotional connection with the hotel, resulting in heightened loyalty. Empathy was often mentioned about customized service, as personnel made exceptional efforts to accommodate individual preferences or offered kind gestures that made clients feel valued. This degree of care and attention to individual requirements not only enhanced customer happiness but also cultivated a stronger feeling of loyalty, with several visitors expressing a greater likelihood of returning to hotels where they felt individually esteemed. Guests highlighted the significance of the hotel's physical surroundings, especially its cleanliness and attractiveness. Although service quality is frequently addressed through intangible factors like staff interaction and responsiveness, numerous participants observed that the hotel's tangibility, encompassing its appearance, cleanliness, and maintenance, significantly influenced their perceptions of service quality. Immaculate and meticulously kept rooms, communal spaces, and facilities were seen as indicative of the hotel’s dedication to service quality. Guests reported unhappiness when hotels did not exceed cleaning requirements or exhibited indications of deterioration, adversely affecting their entire experience and likelihood of returning. In contrast, houses that were well-maintained and emphasized cleanliness were often cited as essential elements in establishing a favorable and enduring impression. A consistent element in the results was the influence of technology on service quality and client loyalty. Numerous participants said that their interactions with hotel technology, including online booking systems, check-in/check-out procedures, and mobile applications, significantly influenced their assessment of the hotel's overall service quality. Guests who encountered seamless, intuitive technology interfaces throughout their stay reported elevated satisfaction levels and had a greater propensity to return. Moreover, functionalities like mobile check-in and the capacity to submit service requests via applications were seen as augmenting ease and accessibility, hence contributing to the overall favorable experience. Nonetheless, when technology failed or caused trouble, it adversely impacted consumers' impressions of service quality. This underscored the need of harmonious integration between technology and the human aspects of service, as guests said that technology should enhance personal connections rather than replace them. The emotional connection between visitors and hotels also surfaced as a crucial determinant of loyalty. Numerous participants expressed the trust, comfort, and security they had when residing in hotels that offered exemplary service. This emotional connection to a hotel was often based on a history of favorable experiences that had amassed over several visits. Guests who formed strong emotional connections with a hotel brand were less susceptible to rivals, regardless of comparable amenities or reduced rates. The emotional loyalty was notably pronounced among repeat clients, who expressed a developed familiarity with the hotel and its personnel over time. Consequently, the rapport between the consumer and the hotel grew more intimate, fostering enhanced long-term loyalty. Guests emphasized the significance of value for money in influencing their loyalty. Although service quality was paramount, several participants underscored their expectation for value proportional to the cost of their accommodation. A hotel that delivers exceptional service is often seen as giving superior value, hence enhancing the probability of return visits. Value was not only determined by the amount paid; instead, it often included a confluence of elements, including service quality, available facilities, and the whole experience. Guests who perceived great care and a customized experience saw their stay as very valuable, even at a premium price. Conversely, customers who saw the service quality as inadequate relative to the price were more inclined to transition to rival hotels or submit unfavorable evaluations, potentially affecting future consumer loyalty. A significant discovery was that service quality and customer loyalty were affected by the distinct preferences and expectations of individual guests, which differed across various consumer categories. Some customers valued the concrete elements of service, like the physical atmosphere and cleanliness, while others emphasized the staff's responsiveness and empathy. This disparity was more apparent when contrasting business travelers with leisure travelers; the former prioritized efficiency and dependability, whilst the latter emphasized individualized service and emotional ties. Moreover, regular visitors often have elevated expectations about service quality, having encountered a diverse array of hotel brands and possessing a more defined comprehension of what constituted exemplary service. Comprehending client preferences and customizing service delivery appropriately was recognized as a crucial method for augmenting customer loyalty. The total customer experience significantly influenced loyalty. Numerous respondents indicated that their choice to revisit a hotel or endorse it to others was influenced not just by isolated service interactions but by the aggregate experience accumulated over time. Guests who had repeated good interactions with a hotel, either via regular service excellence or a series of customized details, were more inclined to cultivate brand loyalty. Conversely, any discrepancy or adverse experience, regardless of its insignificance, may undermine such allegiance. This underscores the need of delivering a consistently superior quality of service and ensuring that visitors' expectations are met or surpassed throughout every engagement. A significant finding from the study indicated that client loyalty in the hotel sector transcends mere transactions. Although service quality and value for money were paramount, several participants noted that their loyalty was further shaped by the emotional and relational dimensions of their contacts with hotel personnel. Guests who had a genuine connection with the hotel, often via tailored service, were more inclined to return. Relational loyalty proved to be more durable than transactional loyalty, since it was founded on trust, emotional connection, and a history of favorable experiences. The study demonstrated that the effect of service quality on customer loyalty within the hotel sector is complex and shaped by several aspects, such as dependability, responsiveness, empathy, technology integration, and emotional ties. The results emphasized the need of delivering consistent, tailored service that fulfills or above guest expectations, while creating a good, memorable experience that nurtures emotional ties to the company. Loyalty in the hospitality sector, as shown by participant reactions, arises not just from superior service quality but from a comprehensive, multi-faceted experience that includes both physical and intangible elements of the service interaction.

Table 1. Reliability of Service.

Sub-theme	Description
Consistency	Ensuring that service meets guest expectations every time.
Accuracy	Correctness of the information provided to guests.
Dependability	Ability to deliver the promised services as expected.

Table 1. Reliability of Service.

Sub-theme	Description
Consistency	Ensuring that service meets guest expectations every time.
Accuracy	Correctness of the information provided to guests.
Dependability	Ability to deliver the promised services as expected.

The responses highlighted the importance of reliability in fostering customer loyalty. Guests consistently mentioned how dependable service delivery built trust and satisfaction, especially when the hotel maintained a high standard consistently across multiple stays. The consistency of service quality across different aspects, such as room cleanliness, staff performance, and booking accuracy, was seen as a critical factor for customer retention. The guests who felt that the hotel reliably met their needs were more inclined to become repeat visitors. For instance, when promises made during the booking process were consistently met, this reinforced the loyalty of guests, as they felt confident in the hotel's ability to deliver.

Table 2. Responsiveness to Guest Needs.

Sub-theme	Description
Promptness	Speed in responding to guest requests and issues.
Problem-solving	Ability to address and resolve customer complaints.
Attentiveness	Actively listening to guests' concerns and reacting accordingly.

Table 2. Responsiveness to Guest Needs.

Sub-theme	Description
Promptness	Speed in responding to guest requests and issues.
Problem-solving	Ability to address and resolve customer complaints.
Attentiveness	Actively listening to guests' concerns and reacting accordingly.

Many respondents emphasized the importance of quick and effective responses from hotel staff. A responsive hotel demonstrated an ability to act quickly when guests experienced problems or made requests. Several guests noted that even when things went wrong during their stay, a fast and courteous resolution could turn a potentially negative experience into a positive one. This responsiveness, whether to a simple request like extra towels or addressing more complex issues like room changes, played a significant role in guests’ continued loyalty. Guests valued the feeling that they were heard and that their needs were prioritized.

Table 3. Empathy and Personalized Service.

Sub-theme	Description
Individual Attention	Addressing specific preferences and needs of guests.
Caring Attitude	Demonstrating genuine concern for the comfort and well-being of guests.
Emotional Connection	Developing a relationship with guests that goes beyond transactional service.

Table 3. Empathy and Personalized Service.

Sub-theme	Description
Individual Attention	Addressing specific preferences and needs of guests.
Caring Attitude	Demonstrating genuine concern for the comfort and well-being of guests.
Emotional Connection	Developing a relationship with guests that goes beyond transactional service.

Empathy in service was frequently cited as a key factor in loyalty development. Guests appreciated when hotel staff took the time to understand and respond to their unique preferences and needs. For example, staff remembering past preferences, or offering special touches like a welcome message or birthday surprise, was seen as creating an emotional connection. This personalized care made guests feel valued, which encouraged them to return to the same hotel. A few participants noted how their loyalty to a particular hotel had grown over time due to the consistent personalized service they received, reinforcing their emotional attachment to the brand.

Table 4. Cleanliness and Maintenance of Facilities.

Sub-theme	Description
Cleanliness	The standard of cleanliness maintained in guest rooms and common areas.
Maintenance	Upkeep of the hotel’s physical infrastructure.
Aesthetic Appeal	The visual appeal of the hotel and its facilities.

Table 4. Cleanliness and Maintenance of Facilities.

Sub-theme	Description
Cleanliness	The standard of cleanliness maintained in guest rooms and common areas.
Maintenance	Upkeep of the hotel’s physical infrastructure.
Aesthetic Appeal	The visual appeal of the hotel and its facilities.

For many guests, the physical environment of the hotel significantly influenced their overall service experience. Cleanliness, particularly in the guest rooms, was often described as non-negotiable, with several participants emphasizing that a clean room was essential for positive service perceptions. Additionally, well-maintained facilities, such as bathrooms, elevators, and dining areas, were seen as reflecting the overall standard of the hotel. Guests associated cleanliness with reliability and professionalism, and any lapse in this area typically led to dissatisfaction, making it harder for the hotel to retain loyal guests. In contrast, aesthetically pleasing and well-maintained hotels created a lasting impression that encouraged loyalty.

Table 5. Technological Integration.

Sub-theme	Description
Seamless Technology	Smooth integration of technological features like mobile apps, digital check-ins, and smart rooms.
Convenience	The ease of using technology to enhance service experiences.
Innovation	The introduction of cutting-edge technologies that improve the guest experience.

Table 5. Technological Integration.

Sub-theme	Description
Seamless Technology	Smooth integration of technological features like mobile apps, digital check-ins, and smart rooms.
Convenience	The ease of using technology to enhance service experiences.
Innovation	The introduction of cutting-edge technologies that improve the guest experience.

Technological features played an increasingly important role in shaping service perceptions. Many respondents valued technological innovations that streamlined their experience, such as mobile check-ins, digital room keys, and apps for ordering room service or managing requests. A smooth and seamless interaction with these technologies, where guests could control aspects of their stay from their devices, was often cited as a factor that enhanced convenience and added value. However, when technological systems malfunctioned, it negatively impacted the guest experience, with respondents noting that a poorly executed technological experience could undermine overall service quality. Hotels that successfully integrated technology into the service experience without compromising the personal touch were more likely to foster long-term loyalty.

Table 6. Value for Money.

Sub-theme	Description
Service Perception	How guests perceive the relationship between the cost of services and the quality provided.
Competitive Pricing	Pricing strategies in relation to service quality.
Guest Expectations	Meeting or exceeding the value guests expect relative to the price paid.

Table 6. Value for Money.

Sub-theme	Description
Service Perception	How guests perceive the relationship between the cost of services and the quality provided.
Competitive Pricing	Pricing strategies in relation to service quality.
Guest Expectations	Meeting or exceeding the value guests expect relative to the price paid.

The concept of value for money emerged as a recurring theme in the interviews. Guests expressed that while service quality was paramount, they expected the experience to align with the cost of their stay. Guests who felt they received good value for the price paid were more likely to return and recommend the hotel to others. This didn’t necessarily mean that guests wanted the cheapest options; rather, they wanted an experience that justified the price through the quality of service, the comfort of the room, and the overall guest experience. Hotels that offered high-quality service and amenities while ensuring that their pricing remained competitive were particularly successful in retaining loyal customers.

Table 7. Staff Professionalism.

Sub-theme	Description
Expertise	Knowledge of staff about the hotel services and the local area.
Behavior	Politeness, courtesy, and friendliness shown by hotel staff.
Appearance	Grooming and professional attire of staff members.

Table 7. Staff Professionalism.

Sub-theme	Description
Expertise	Knowledge of staff about the hotel services and the local area.
Behavior	Politeness, courtesy, and friendliness shown by hotel staff.
Appearance	Grooming and professional attire of staff members.

Staff professionalism was often regarded as a major contributor to guest satisfaction. The guests highly valued knowledgeable and courteous staff who demonstrated expertise not only about the hotel’s services but also about the local area, helping to guide guests with recommendations or tips. Professionalism in staff behavior was considered essential; polite, friendly, and respectful interactions significantly enhanced the service quality perceived by the guests. Guests also noted the importance of staff appearance, with well-groomed and appropriately dressed staff contributing to the overall professional image of the hotel. The consistency and excellence of staff behavior were seen as integral to creating a trustworthy and reliable service environment.

Table 8. Emotional Connection to the Brand.

Sub-theme	Description
Brand Loyalty	Emotional attachment to the hotel brand over time.
Sense of Belonging	Guests’ feeling of being recognized and appreciated by the hotel.
Customer Satisfaction	The connection between emotional bonding and overall satisfaction with the brand.

Table 8. Emotional Connection to the Brand.

Sub-theme	Description
Brand Loyalty	Emotional attachment to the hotel brand over time.
Sense of Belonging	Guests’ feeling of being recognized and appreciated by the hotel.
Customer Satisfaction	The connection between emotional bonding and overall satisfaction with the brand.

The emotional connection to a hotel brand was a powerful driver of loyalty, with several respondents discussing how their loyalty was rooted in positive past experiences. A key aspect of this was a sense of belonging, where guests felt recognized and appreciated by the hotel staff. Hotels that made an effort to remember returning guests, whether through personalized greetings or acknowledging special occasions, created a sense of attachment that went beyond just transactional service. This emotional connection was described as a key factor in ensuring that customers would choose the same hotel for future stays, even if other options were available.

Table 9. Consistency of Experience Across Stays.

Sub-theme	Description
Predictability	Predictable experience with each stay that meets guest expectations.
Standardization	Ensuring uniform service delivery across various hotel locations.
Guest Expectations	Meeting the expectations of guests based on previous experiences.

Table 9. Consistency of Experience Across Stays.

Sub-theme	Description
Predictability	Predictable experience with each stay that meets guest expectations.
Standardization	Ensuring uniform service delivery across various hotel locations.
Guest Expectations	Meeting the expectations of guests based on previous experiences.

Consistency across stays was crucial for maintaining customer loyalty. Many guests expressed that they preferred hotels that delivered a similar experience each time they visited. Predictability in service, where guests could rely on the same high standards during each stay, was seen as a key factor in creating loyalty. Respondents who had stayed at the same hotel multiple times appreciated the assurance that they would receive the same level of quality each time, whether they visited a different location or stayed for a shorter duration. Standardization of service across different locations of the same hotel chain was also a common theme, indicating that loyal customers often expected the same high standards regardless of the branch they chose.

Table 10. Overall Guest Satisfaction.

Sub-theme	Description
Enjoyment	The overall pleasure derived from staying at the hotel.
Comfort and Relaxation	The level of comfort and relaxation experienced during the stay.
Recommendation	Guests’ likelihood to recommend the hotel to others.

Table 10. Overall Guest Satisfaction.

Sub-theme	Description
Enjoyment	The overall pleasure derived from staying at the hotel.
Comfort and Relaxation	The level of comfort and relaxation experienced during the stay.
Recommendation	Guests’ likelihood to recommend the hotel to others.

Overall guest satisfaction emerged as the ultimate outcome of service quality, with many participants mentioning that their likelihood of returning to a hotel or recommending it to others was directly tied to how enjoyable and comfortable their experience was. Guests frequently described their stays in terms of comfort and relaxation, where the ability to unwind and feel at ease was a significant indicator of satisfaction. When all elements of the hotel experience, including service, amenities, and atmosphere, were in harmony, guests felt more satisfied and were more likely to become repeat visitors and brand advocates.

The findings from this research indicate that service quality plays a pivotal role in shaping customer loyalty in the hospitality industry. The data gathered from interviews highlighted several key aspects of service that directly influence loyalty, including reliability, responsiveness, empathy, and the overall guest experience. Guests consistently emphasized the importance of dependable service, with reliability in meeting expectations being a major factor in their decision to return to a hotel. Additionally, responsiveness emerged as another crucial element, with guests valuing quick and efficient reactions to their requests or concerns, which contributed to positive experiences and increased loyalty. The research also revealed that empathy and personalized service were instrumental in fostering strong emotional connections between guests and hotels. When hotel staff demonstrated genuine care and attention to individual guest needs, it significantly enhanced customer satisfaction and loyalty. Furthermore, the physical environment of the hotel, particularly cleanliness and maintenance, was found to be a key determinant of overall service quality. Hotels that maintained high standards in this regard were more likely to generate repeat business and positive word-of-mouth recommendations. Technological integration also played a significant role in enhancing guest satisfaction, with seamless technological experiences being seen as an added convenience, though any malfunctioning of tech services negatively impacted loyalty. Guests’ sense of value for money was another crucial factor, as they expected service quality to align with the price they paid for their stay. Finally, emotional connections to the hotel brand, formed through consistent positive experiences, were found to drive long-term loyalty, with guests more likely to return to hotels where they felt personally valued and recognized. Overall, the study underscores the complex, multi-dimensional nature of service quality in the hospitality industry and its direct impact on fostering customer loyalty.

5. Discussion

This study elucidates the relationship between service quality and customer loyalty in the hotel sector, highlighting numerous critical factors that enhance the entire customer experience. The evidence unequivocally indicates that dependability is fundamental to consumer pleasure and loyalty. When customers get consistent service quality that meets or above their expectations, they are more inclined to return and endorse the hotel to others. The focus on dependability signifies that clients need confidence that their expectations will be fulfilled throughout every stay, irrespective of whether it is their first or tenth visit. This discovery underscores the need for hotels to maintain superior standards at every service interaction to cultivate confidence and guarantee repeat patronage. Furthermore, the attentiveness of hotel personnel to guest requirements surfaced as another essential element. Guests appreciated hotels that responded swiftly and efficiently to difficulties, made necessary modifications, or addressed requests. The prompt settlement of issues not only mitigated possible unhappiness but also enhanced the visitor experience. This indicates that prompt and attentive service is crucial in converting adverse events into chances for client pleasure, thereby strengthening loyalty. Hotels that do not reply adequately may jeopardize client retention to rivals, since response is closely correlated with visitor impressions of service quality. Empathy and individualized treatment were significant themes identified in the investigation. Guests demonstrated a pronounced inclination towards hotels that transcended mere transactional interactions to provide a more personalized and attentive experience. When hotel personnel shown genuine care for customers' comfort and invested time in comprehending individual preferences, it fostered a feeling of belonging and emotional connection to the hotel brand. This relationship, grounded on individualized service, fostered a loyalty that transcended mere pleasure. Guests with an emotional connection to a hotel were more inclined to become repeat patrons and devoted supporters. This underscores the need for hotels to allocate resources towards staff training and organizational strategies that emphasize customer service and personalized attention. The hotel's physical environment, especially cleanliness and upkeep, was identified as a crucial element affecting client loyalty. An immaculate and well kept workplace not only fulfills fundamental requirements but also conveys a message of professionalism and meticulousness. The visitors' contentment with their physical environment was crucial to their overall assessment of service quality, and when the hotel's amenities failed to satisfy cleaning requirements, it often resulted in unhappiness and a reduced probability of future visits. Hotels that maintain rigorous cleaning and maintenance standards are more likely to provide a favorable overall experience for visitors, so enhancing the brand's reputation and fostering customer loyalty. Technological integration has become a contemporary and vital component of service excellence in the hotel sector. Guests valued integrated, intuitive technology solutions that improved convenience, like mobile check-in, digital room keys, and applications for handling requests. Nonetheless, when technology malfunctioned or was inadequately incorporated into the visitor experience, it diminished the overall service quality and adversely impacted loyalty. This discovery indicates that while technology may enhance value, it must not replace the human element. It should enhance the human relationships between workers and visitors, fostering an efficient, seamless experience that preserves the significance of authentic customer service. The cost-effectiveness of service quality was a crucial factor in influencing customer loyalty. Guests were typically inclined to pay a premium for great service, although they anticipated that the value of their stay would correspond with the amount spent. Hotels must guarantee that their services, facilities, and overall experience provide a perceived return on investment for visitors. Excessive cost without adequate service quality may result in discontent, but fair pricing coupled with exceptional service increases the probability of client retention. The emotional affiliation with the hotel brand was another significant aspect that surfaced from the research. Customers having a history of favorable experiences at a hotel, particularly those who felt esteemed and acknowledged by the staff, formed strong emotional connections to the brand. This emotional devotion often surpassed transactional loyalty, since it sprang from trust, comfort, and personal connection rather than just monetary exchange for services. This underscores the need of establishing enduring impressions on visitors by considerate, individualized service, which may foster a long-term affiliation with the company. The study underscores that service quality in the hospitality sector is complex, with each component influencing the total visitor experience and affecting consumer loyalty. Reliability, responsiveness, empathy, and cleanliness significantly influence visitors' perceptions of a hotel and their likelihood of returning. The incorporation of technology, the perception of value for money, and the cultivation of emotional bonds with visitors significantly impact loyalty. These results indicate that hotels should implement a comprehensive strategy for service quality, integrating consistency, individualized attention, and the proficient use of technology to provide memorable encounters. Hotels aiming to cultivate and maintain client loyalty must prioritize five characteristics of service excellence to nurture enduring connections with visitors.

6. Conclusion

This study underscores the essential function of service quality in cultivating client loyalty in the hotel sector. The results indicate that a comprehensive service strategy, emphasizing dependability, responsiveness, empathy, cleanliness, and technology integration, significantly affects visitor satisfaction and repeat business. Guests repeatedly articulated the need for reliable, uniform service that aligns with their expectations, along with prompt and efficient replies to their wants or complaints. Customized service and authentic consideration for individual preferences were identified as crucial factors in fostering emotional connections, hence enhancing brand loyalty. The physical environment, especially cleanliness and upkeep, was identified as a crucial element of a favorable visitor experience, underscoring the significance of initial impressions and meticulous attention to detail. Furthermore, the seamless integration of technology enhances ease; nonetheless, it is evident that it should complement, not replace, human interactions. The perception of value for money became a significant factor, as visitors sought services and experiences commensurate with the cost incurred. Emotional ties to the hotel brand, established through continuous favorable encounters, shown significant influence on client loyalty. The results highlight the need of an integrated service approach that amalgamates all these components to foster a memorable and gratifying visitor experience. Hotels seeking to cultivate enduring customer loyalty must consistently assess and enhance service quality at all touchpoints, ensuring that visitors see themselves as appreciated, comfortable, and certain in their decision to return. By emphasizing service quality across all operational facets, hotels may bolster client loyalty and provide a robust basis for enduring success in a competitive marketplace.