Service is Power: Exploring Service Quality in Hotel's Business, Yunnan, China

This study seeks to evaluate the service quality of hotels in the Yunnan province of China and to explore the effects of changes in service quality on customer satisfaction, customer loyalty, and brand image. This study uses both quantitative and qualitative methodologies. A total of 412 questionnaires were returned by study participants and Structural Equation Modelling techniques were used to analyze the data received. Qualitative data collection primarily consisted of in-depth, face-to-face interviews. This study yielded the following results: First, service quality has a positive effect on customer satisfaction, customer loyalty and brand image. Second, customer satisfaction has positive effects on customer loyalty and brand image. Third, customer loyalty has a positive effect on brand image. Finally, by researching the service quality in Yunnan’s hotels, this study has provided a reference for hotel service quality management in Yunnan province.