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HOW DO BRAND IMAGE AND SERVICE
QUALITY AFFECT CUSTOMER
LOYALTY IN THE HONG KONG HOTEL
INDUSTRY? A CASE STUDY OF
ROSEWOOD HONG KONG.
Poster
YAU Yue
BA (Hons) in Hotel Operations Management
Department of Hospitality and Business Management
OBJECTIVES RESEARCH BACKGROUND
• To examine whether there is a This study examines how brand image (BI) and service quality (SQ) influence
positive correlation between customer loyalty (CL) within the Hong Kong hotel industry, using the 5-star
brand image and service quality. hotel Rosewood Hong Kong as a case study. Previous research has identified
• To explore if brand image would that there are positive relationships between brand image, service quality,
positively influence customer and customer loyalty in other industries, suggesting that similar findings may
loyalty. apply to the Hong Kong hotel sector. Customer loyalty from returning guests
• To examine whether service quality can generate more revenue for hotels, which may help improve the economic
would affect customer loyalty performance of the Hong Kong hotel industry after the pandemic.
positively.
METHODOLOGY
This research collected quantitative data from 256 participants via online
surveys. The data was analyzed using the SPSS software, which includes
descriptive statistics, correlation analysis, and multiple regression analysis. The
survey asked for the demographic profile of participants to analyze the diversity
of respondents who have consumed at Rosewood Hong Kong. The survey also
asked for their opinions on brand image, service quality, and customer loyalty.
The data was analyzed to examine the relationships between these variables.
FINDINGS
ABOUT THE INVESTIGATOR
Brand image can positively influence service quality, while service quality can
I am Rex and I like reading books and also positively affect brand image. Thus, there is a strong correlation between
listening to music. I want to become brand image and service quality at Rosewood Hong Kong. Additionally, a
an assistant manager in the future. Dr stronger brand image of a company leads to increased customer loyalty, while
Eric LUK is my FYP supervisor, and I higher service quality can also enhance customer loyalty for the hotel. By using
need to thank him a lot. He is always Rosewood Hong Kong as a reference, other hotels in Hong Kong can learn how
enthusiastic to provide support to improve their brand image and service qualities to attract more loyal guests
and guidance. I am always grateful and generate more revenue.
for having him as my supervisor
throughout this year.
63 Student Applied Research Presentations 2025 Student Applied Research Presentations 2025
