Modeling Front Office Service Determinants of Brand Loyalty in Chain and Non-Chain Hotels

Abstract

Brand loyalty has become a critical factor for achieving sustainable competitive advantage in the hospitality industry. As the front office department represents the primary point of interaction between hotels and their guests, the quality of services provided at this stage plays an important role in shaping customer perceptions and loyalty toward hotel brands. The present study aims to investigate the factors influencing brand loyalty among guests staying in chain and non-chain hotels in the Delhi National Capital Region (NCR). A quantitative research approach with a descriptive and analytical research design was adopted for the study. Primary data were collected from 400 hotel guests through a structured questionnaire consisting of twenty-five statements related to service quality, front office staff behavior, reliability of services, value perception, trust in the hotel brand, and emotional attachment. The responses were measured using a five-point Likert scale. The collected data were analyzed using descriptive statistics and the One Sample t-test to determine whether the identified factors significantly influenced brand loyalty. The results indicated that in chain hotels, seventeen out of twenty-five factors significantly influenced brand loyalty, while in non-chain hotels, twenty-one factors were found to be statistically significant. The findings highlight that service quality, staff professionalism, operational efficiency, trust, and emotional connection with the hotel brand are important determinants of guest loyalty. The study concludes that both chain and non-chain hotels must focus on enhancing front office service experiences and building strong emotional relationships with guests to strengthen brand loyalty and ensure long-term success in the competitive hospitality industry.