Starting from around year 1800 with the use of the term “tavern keeping”, tourism and hospitality today stand for the fastest growing industry and an important supporting factor of the economy as a whole. This growing trend led to the formation of hotel chains, the evolution of brand management and numerous successful strategies. For, being present on the global market and gaining customer loyalty is today’s must for the hotel chains. This paper focuses on the impact of hotel chains on customer satisfaction and loyalty. Research shows that there is a strong connection between brand positioning on the market and the customer perspective, which furthermore leads to an opportunity of gaining customer satisfaction and loyalty, as a prove for positively correlated relationship
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