The study attempts to analyze the relationship between customer satisfaction and progressive phases of loyalty in mid-market hotel precinct. It succinctly intended to gauge the direct effects of brand image and switching cost on progressive phases of loyalty and moderating effects of brand image and switching cost on the satisfaction-loyalty dyadic. The outcome of the study revealed that customer satisfaction has a strong positive impact on cognitive loyalty, but unexpectedly not on affective, conative, and action loyalty in the hotel sectors of midmarket. Further, brand image has a direct and significant effect on progressive levels of loyalty. It moderates the link between customer satisfaction and affective loyalty; and customer satisfaction and action loyalty. The direct effect of switching cost on cognitive and affective loyalty is insignificant, but on conative and action loyalty is positive and significant. Further investigation of the moderating effects of switching cost shows that it strengthens the negative relationship between customer satisfaction and conative loyalty; customer satisfaction and action loyalty. But it dampens the negative relationship between customer satisfaction and affective loyalty. The results would provide necessary inputs and managerial insights to develop marketing strategies through careful introspection of their present positions in the loyalty-satisfaction matrix. This research is premised on questioning the status quo regarding the customer satisfaction-loyalty link and factually argued that customer satisfaction is necessary, but is not a sufficient condition to forge loyalty. Meagre studies have attempted to integrate switching cost and brand image with customer satisfaction and loyalty relationship. This research gap is further evident due to sporadic research on moderating effects of switching cost and brand image directly and in interactions with satisfaction on progressive levels of loyalty. This study provides new insights and enlightens some phenomenon explaining customer satisfaction-loyalty dyadic interactions in emerging mid-market hotel segment.

1. Aladwani, A. M. (2006). An empirical test of the link between web site quality and forward enterprise integration with web consumers. Business Process Management Journal, 12(2), 178 - 190. doi:0.1108/14637150610657521.
2. Anderson, E. W., Fornell, C., & Mazvancheryls, S. (2004). Customer satisfaction and shareholder value. Journal of Marketing, 68 (4), 172-185. doi:10.1509/jmkg.68.4.172.42723
3. Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and E-loyalty: A contingency framework. Psychology & Marketing, 20 (2), 123-138. doi:10.1002/mar.10063
4. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structure equations models. Academic of Marketing Science, 16 (1), 76-94. doi:10.1007/BF02723327
5. Balabanis, G., Reynolds, N., & Simintiras, A. C. (2006). Bases of e-store loyalty: Perceived switching barriers and satisfaction. Journal of Business Research, 59 (2), 214 - 224. doi:10.1016/j.jbusres.2005.06.001
6. Barich, H., & Kotler, P. (1991). A framework for marketing image management. Sloan Management Review, 32 (2), 94-104.
7. Baumgartner, H., & Homburg, C. (1996, April). Application of structural equation modeling in marketing and consumer research : A review. International Journal of Research in Marketing, 13 (2), 139-161. doi:10.1016/0167-8116(95)00038-0
8. Beang, K. N., & Hyung, K. J. (2004). Brand image, customer satisfaction, customer loyalty, the research regarding an interrelation in foodservice. The Korea Journal of Culinary Research, 10 (4), 201-214.
9. Beerli, A., Martin, J. D., & Quintana, A. (2004). A model of customer loyalty in the retail banking market. European Journal of Marketing, 38 (1/2), 253-275.DOI : <a href=http://dx.doi.org/10.1108/03090560410511221 target="_blank">http://dx.doi.org/10.1108/03090560410511221</a>
10. Bennet, R., & Rundle-Thiele, S. (2005). The brand loyalty life cycle: Implications for marketers. Brand Management, 12 (4), 250 - 263. doi:10.1057/palgrave.bm.2540221
11. Bentler, P. M., & Bonett, D. G. (1990). Comparative fit indices in structural models . Psychological Bulletin, 107 (2), 238-246.
12. Bhat, S., & Reddy, S. K. (1998). Symbolic and functional positioning of brands. Journal of Consumer Marketing, 15 (1), 32-43.
13. Bitner, M. J. (1990). Evaluating service encounters : The effects of physical surroundings and employee responses. Journal of Marketing, 54 (2), 69-82.
14. Bloemer, J. M., & Lemmink , J. G. (1992). The importance of customer satisfaction in explaining brand and dealer loyalty. Journal of Marketing Management, 8 (4), 351-363.
15. Bosque, I.A. R. d., Martin, H.S., & Collado, J. (2006). The role of expectations in the consumer satisfaction formation process: Empirical evidence in the travel agency sector. Tourism Management, 27, 410 - 419. doi:10.1016/j.tourman.2004.10.006
16. Bowen J.T., & Shoemaker, S. (1998, February). Loyalty: A strategic commitment. The Cornell Hotel and Restaurant Administration Quarterly, 39(1), 12-25. doi:10.1016/S0010-8804(97)83878-5
17. Bowen, J. T., & Chen, S. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13 (5), 213-217. doi:10.1108/09596110110395893
18. Burnham, T. A., Judy, F. K., & Mahajan, V. (2003). Consumer switching costs: A typology, antecedents, and consequences. Journal of the Academy of Marketing Science, 31 (2), 109-127. doi:10.1177/0092070302250879
19. Caruana, A. (2004). The impact of switching costs on customer loyalty: A study among corporate customers of mobile telephony. Journal of Targeting, Measurement and Analysis for Marketing, 12 (3), 256-68.
20. Chang, H. H., Wang, Y. H., & Yang, W. Y. (2009). The impact of e-service quality, customer satisfaction and loyalty on e-marketing: Moderating effect of perceived value. Total Quality Management & Business Excellence, 20(4), 423 - 443. doi:10.1080/14783360902781923
21. Davies, G., Chun, R., Da Silva, R., & Roper, S. (2003). Corporate reputation and competitiveness. Routledge, UK: London.
22. Dick, A. D., & Basu, H. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113. doi: 10.1177/0092070394222001
23. Dunn, G., Baloglu, S., Brewer, P., & Qu, H. (2009). Consumer e-loyalty to online travel intermediaries. Journal of Quality Assurance in Hospitality & Tourism, 10 (1), 1–22. doi:10.1080/15280080802713751
24. Evanschitzky, H., & Wunderlich, M. (2006). An examination of moderator effects in the four stage loyalty model. Journal of Service Research, 8 (4), 330-340.
25. Ganesh, J., Arnold, M. J., & Reynolds, K. E. (2000). Understanding the customer base of service providers : An examination of the differences between switchers and stayers. Journal of Marketing, 64, 65-87. doi: 10.1509/jmkg.64.3.65.18028
26. Gardner, B. B., & Levy, S. J. (1955). The product and the brand. Harvard Business Review, March-April, 33-39.
27. Gilbert, G. R. (2006). A cross-industry comparison of customer satisfaction. Journal of Service Marketing, 20 (5), 298-308. doi:10.1108/08876040610679918
28. Hellier, P., Geursen, G., Carr, R., & Rickard , J. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800. doi:10.1108/03090560310495456
29. Homburg, C., & Giering, A. (2001). Personal characteristics as moderators of the relationship between customer satisfaction and loyalty : An empirical analysis. Psychology & Marketing, 18 (1), 43-66. doi:10.1002/1520-6793(200101)18:1<43::AID-MAR3>3.0.CO;2-I
30. Homburg, C., Menon, A., & Giering, A. (2003). Relationship characteristics as moderators of the satisfaction- loyalty link : Findings in a business-to-business context. Journal of Business-to-Business Marketing, 10 (3), 35-62. doi:10.1300/J033v10n03_02
31. Hsieh, M. H., Pan, S. L., & Setiono, R. (2004). Product-, corporate-, and country-image dimensions and purchase behavior : A multicountry analysis. Journal of the Academy of Marketing Science, 32(3), 251 - 270. doi: 10.1177/0092070304264262
32. Hu, A.W., & Hwang, I. (2006). Measuring the effects of consumer switching costs on switching intention in Taiwan mobile telecommunication services. The Journal of American Academy of Business, 9 (1), 75-85.
33. Jana, A., & Chandra, B. (2016). Mediating role of customer satisfaction in the mid-market hotels : An empirical analysis. Indian Journal of Science & Technology, 9 (1), 1-16. doi: 10.17485/ijst/2016/v9i1/81973
34. Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2000). Switching barriers and repurchase intentions in services. Journal of Retailing, 76 (2), 259-274. doi:10.1016/S0022-4359(00)00024-5
35. Jones, M.A., Mothersbaugh, D.L., & Beatty, S.E. (2002). Why customers stay: Measuring the underlying dimensions of services switching costs and managing their differential strategic outcomes. Journal of Business Research, 55 (6), 441 - 450. doi:10.1016/S0148-2963(00)00168-5
36. Kandampully, J. & Hu, H. - H. (2007). Do hoteliers need to manage image to retain loyal customers? International Journal of Contemporary Hospitality Management, 19(6), 435 – 443. doi:10.1108/09596110710775101
37. Kanimozhi, N., & Jayakumar, A. (2010). A study on brand loyalty about oats users with special reference to Salem Town, Tamil Nadu. Indian Journal of Marketing, 40(12), 38-46.
38. Keller, K. L. (1998). Strategic brand management. Upper Saddle River, NJ: Prentice Hall.
39. Kim W. G., Ng C. Y. N., & Kim Y. (2009). Influence of institutional DINESERV on customer satisfaction, return intention, and word-of-mouth. International Journal of Hospitality Management, 28 (1), 10-17. doi:10.1016/j.ijhm.2008.03.005
40. Kim, C. K., Han, D., & Park, S. B. (2001). The effect of brand personality and brand identification on brand loyalty: Applying theory of social identification. Japanese Psychological Research, 43 (4), 195−206. doi: 10.1111/1468-5884.00177
41. Klemperer, P. (1995). Competition when consumers have switching costs : An overview with applications to industrial organization macroeconomics and international trade. Review of Economics Studies, 62 (4), 515-539.
42. Kotler, P., & Armstrong, G. (2012). Principles of marketing (14th ed.). Upper Saddle River, NJ : Prentice Hall.
43. Kotler, P., Bowen, J. T., & Makens, J. C. (2006). Marketing for hospitality and tourism (4th ed.). Upper Saddle River, NJ: Prentice Hall.
44. Kumar, A., Gupta, S., & Kishor, N. (2016). The antecedents of customer loyalty: Attitudinal and behavioral perspectives based on Oliver's loyalty Model. Indian Journal of Marketing, 46 (3), 31-53. doi:10.17010/ijom/2016/v46/i3/88996
45. Kuusik, A. (2007). Affecting customer loyalty: Do different factors have various influences in different loyalty levels? The University of Tartu Faculty of Economics and Business Administration Working Paper, 58, 3-29.
46. Ladhari, R., Brun, I., & Morales, M. (2008). Determinants of dining satisfaction and post-dining behavioral intentions. International Journal of Hospitality Management, 27 (4), 563-573. doi:10.1016/j.ijhm.2007.07.025
47. Lam, S. Y., Shankar, V., Erramilli, M., & Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs : An illustration from a business-to-business service context. Journal of the Academy of Marketing Science, 32 (3), 293-311. doi:10.1177/0092070304263330
48. Lee, J., Lee, J., & Feick, L. (2001). The impact of switching costs on the customer satisfaction-loyalty link: Mobile phone service in France. Journal of Services Marketing, 15(1), 35-48. doi: <a href=http://dx.doi.org/10.1108/08876040110381463 target="_blank">http://dx.doi.org/10.1108/08876040110381463</a>
49. Lee, M., & Cunningham, L. (2001). A cost/benefit approach to understanding service loyalty. Journal of Services Marketing, 15 (2), 113-130. doi:<a href=http://dx.doi.org/10.1108/08876040110387917 target="_blank">http://dx.doi.org/10.1108/08876040110387917</a>
50. Lee, T. J., Cho, H., & Ahn, T. H. (2012). Senior citizen satisfaction with restaurant service quality. Journal of Hospitality Marketing & Management, 21 (2), 215–226. doi:10.1080/19368623.2010.520822
51. Levens, M. (2012). Marketing defined explained applied (2nd ed.). Upper Saddle River, NJ: Prentice Hall.
52. Li , X., & Petrick, J. F. (2008). Reexamining the dimensionality of brand loyalty: A case of the cruise industry. Journal of Travel and Tourism Marketing, 25(1), 68-85. doi:10.1080/10548400802164913
53. McMullan, R. (2005). Service quality vs. price: The moderating role of customer loyalty. Journal of Customer Behaviour, 4 (3), 425-44.
54. McMullan, R., & Gilmore, A. (2003). The conceptual development of customer loyalty measurement: A proposed scale. Journal of Targeting, Measurement & Analysis for Marketing, 11(3), 230-243.
55. Namkung, Y., & Jang, S. (2010). The effects of interactional fairness on satisfaction and behavioral intentions: Mature versus non-mature customers. International Journal of Hospitality Management, 28 (3), 397-405. doi:10.1016/j.ijhm.2008.11.001
56. Nandan, S. (2005). An exploration of the brand identity-brand image linkage: A communications perspective. Brand Management, 12(4), 264 - 278. doi:10.1057/palgrave.bm.2540222
57. Nguyen, N., & Leblanc, G. (2001). Corporate image and corporate reputation in customers' retention decisions in services. Journal of Retailing and Consumer Services, 8(4), 227-236. Doi:10.1016/S0969-6989(00)00029-1
58. Oliver, R. A. (1980). Cognitive model of antecedent and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. doi:10.2307/3150499
59. Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. New York: NY: McGraw-Hill.
60. Oliver, R. L. (1999). Whence customer loyalty? Journal of Marketing, 63, 33-44. doi:10.2307/1252099
61. Ping, R. A. (1993).The effects of satisfaction and structural constraints on retailer exiting, voice, loyalty, opportunism, and neglect. Journal of Retailing, 69 (3), 321-349.
62. Reichheld, F. F. (1996). The loyalty effect. Boston: MA: Harvard Business School Press.
63. Reynolds, T. J., & Gutman, J. (1984). Advertising is image management. Journal of Advertising Research, 24 (1), 27-36.
64. Ruyter, K. d., Wetzels, M., & Bloemer, J. (1998). On the relationship between perceived service quality, service loyalty and switching costs. International Journal of Service Industry Management, 9 (5), 436-453.
65. Ryu, K., & Han, H. (2009).The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Research, 33 (4), 487-510.
66. Schall, M. (2003). Best practices in the assessment of hotel-guest attitudes. Cornell Hotel and Restaurant Administration Quarterly, 44 (2), 51-65. doi:10.1016/S0010-8804(03)90018-8
67. Schiffman , L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Upper Saddle River, NJ: Prentice Hall.
68. Shahin, A., & Dabestani, R. (2010). Correlation analysis of service quality gaps in a four-star hotel in Iran. International Business Research, 3 (3), 40-46. doi:<a href=http://dx.doi.org/10.5539/ibr.v3n3p40 target="_blank">http://dx.doi.org/10.5539/ibr.v3n3p40</a>
69. Sharma, N., & Patterson, P. (2000). Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional, consumer services. International Journal of Service Industry Management, 11(5), 470-490. doi:10.1108/09564230010360182
70. Stephen , L., Sondoh, J., Omar, M. W., Wahid, N. A., Ismail , I., & Harun, A. (2007). The effect of brand image on overall satisfaction and loyalty intention in the context of color cosmetic. Asian Academy of Management Journal, 12 (1), 83-107.
71. Walls, A., Okumus, F., Wang, Y., & Kwun, D. J. W. (2011). Understanding the consumer experience: An exploratory study of luxury hotels. Journal of Hospitality Marketing & Management, 20(2), 166–197. doi: 10.1080/19368623.2011.536074
72. Wernerfelt, B. (1991). Brand loyalty and market equilibrium. Marketing Science, 10 (3), 229-245.
73. Worthington, S., Russell-Bennett, R. H., & Charmine, E. J. (2009). A tridimensional approach for auditing brand loyalty. Journal of Brand Management, 17 (4), 243-253. doi:10.1057/bm.2009.24
74. Yang, Z., & Peterson, R. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21 (10), 799-822. doi: 10.1002/mar.20030
75. Yoon, Y., & Uysal , M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, 26 (1), 45-56. doi: 10.1016/j.tourman.2003.08.016