Title: The role of image building and service quality in enhancing customer satisfaction and loyalty: a study of interconnected dynamics

Authors: Priyadarshini Seth; Ranjeeta Tripathi; Amit Kumar; Vishal Srivastava

Addresses: Institute of Hotel Management, Catering & Nutrition, Lucknow, Uttar Pradesh, India ' Amity University, Lucknow Campus Uttar Pradesh, India ' Department of Tourism and Hotel Management, Central University of Haryana, Mahendergarh, Haryana, India ' School of Commerce, Jain University, Bangalore, India

Abstract: Customer satisfaction and loyalty are crucial for long-term success in service sectors like hospitality, retail, and banking. This study examines the relationship between image building and service quality, both key factors that influence customer satisfaction and loyalty. Image building shapes customer perceptions, fostering trust and emotional connections, while service quality, based on the SERVQUAL model (tangibility, reliability, responsiveness, assurance, empathy), and directly impacts satisfaction. A strong brand image enhances perceived service quality, and superior service strengthens brand reputation. By analysing these dynamics, the study offers insights for businesses to align image and service quality, improving customer retention and competitive advantage.

Keywords: image building; service quality; customer satisfaction; customer loyalty.

DOI: 10.1504/IJHEM.2026.154668

International Journal of Hospitality and Event Management, 2026 Vol.3 No.1, pp.52 - 68

Received: 23 Oct 2024
Accepted: 22 Jul 2025
Published online: 09 Jul 2026 *

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