Service quality and brand ambassador behavior in the hospitality industry: bibliometric and quantitative analysis

The present research employs bibliometric and quantitative methodologies to delineate the academic literature on perceived service quality and brand ambassador behaviour, focussing on publication frequency in Scopus-indexed journals within the subject category "service quality and brand ambassador" from 2014 to 2024.  Furthermore, examine the elements that affect brand ambassador behaviour, specifically emphasising perceived service quality and business reputation. The initial study employed a bibliometric research design to analyse 790 sources. Four chosen bibliometric indices were employed to assess the scientific literature. The second study gathered data from a questionnaire administered to 580 clients randomly selected from five-star hotels in Cairo, commencing in January 2025 and concluding at the end of March. The bibliometric analysis employed Vosviewer, while statistical evaluation applied SPSS version 29; Smart PLS 4.1.1.2 was used for structural equation modelling. This paper provides scientific insights into the academic literature about service quality and brand ambassador conduct. The study’s findings indicate that perceived service quality has a favourable and significant impact on both brand ambassador behaviour and brand reputation.  Corporate reputation had neither a direct nor a mediating influence on brand ambassador behaviour. This addition enriches social exchange theory by underscoring the pivotal role of service quality in facilitating voluntary brand ambassador behaviour. The research will significantly benefit scholars and professionals in various fields, and hotels must emphasise outstanding service, tailored experiences, and prompt response times to cultivate brand advocates and enhance loyalty through employee training, sanitation, and ongoing service excellence.