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ABSTRACT
This article analyzes two crucial aspects of services marketing, service recovery and customer loyalty, and their influence on perceived service quality. SERVQUAL was used as the instrument for measuring service quality, and hotel customers in Spain made up the sample. The application of factor analysis highlights a clear distinction between tangible and non-tangible dimensions of service quality for both hotel receptions and hotel restaurants. The results indicate that for non-tangible dimensions of service quality, the quality of service perceived by customers will increase if the customer is loyal, and/or if the customer experiences a service recovery during the visit. However, for tangible dimensions, these two factors have no influence on perceived service quality. Theoretical and practical implications are discussed.