The Impact of Brand Loyalty in Tourism Sector Case of 5 Star Hotels in North Cyprus

This study aims to understand the effect of Brand Image (BI), Expectation (EXP), Perceived Quality (PQ), and Perceived Value (PV) on Customer Satisfaction (CS) and thus Brand Loyalty (BL) within a conceptual model in the tourism sector, North Cyprus. Survey instrument aims to measure customer satisfaction in European Customer Satisfaction Index (ECSI) model and brand loyalty as final result. In this research, 200 samples collected from 5 star hotels in North Cyprus and sets of data were analyzed with SPSS software and Smart PLS2. Result of this study shows positive effect of Perceived Quality (PQ), Brand Image (BI), and Perceived Value (PV) on Customer Satisfaction (CS). This finding confirms the results of a study done by last researcher. Also, the result demonstrates that the relationship between the Customer satisfaction and two kind of brand loyalty (attitudinal and behavioral). The finding of this study is different and opposite of last studies about relationship between Customer satisfaction and behavioral brand loyalty and confirms the result of a study done about attitudinal brand loyalty. Keywords: customer satisfaction, Brand loyalty, hotel industry, North Cyprus