The Effect of Customer Satisfaction and Brand Type on Brand Loyalty in the Hotel Industry A Case of Five Star Hotels in Tabriz

The present research aimed to study the effect of customer satisfaction and brand image on brand loyalty in the hotel industry in 5 – star hotels of East Azerbaijan including El-Goli Pars and Shahriar Hotels in 1394 in summer. The data required for this research were gathered using questionnaire and non-random sampling method through 5 – stars hotels guests of Tabriz. This research, in terms of purpose is functional but as far as the data collection is concerned, is descriptive survey. Also, it has made use of structural equation modeling through the SMART PLS software to analyze the obtained data. Statistical population of this research included all guests of the 5 – stars hotels Tabriz. The Cochran formula was used in order to determine the sample size of study. The results showed that the customer satisfaction and brand image both have a significant positive effect on brand loyalty. Also, the effect of customer satisfaction on brand loyalty was greater than that of brand image.