The Influence of Service Recovery and Loyalty on Perceived Service Quality: A Study of Hotel Customers in Spain Sergio Moreno Gil Simon Hudson Teresa Aguiar Quintana ABSTRACT. This article analyzes two crucial aspects of services mar- keting, 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 Sergio Moreno Gil, PhD, is Associate Professor, Las Palmas of Gran Canaria Uni- versity, Edif. Departamental de la Facultad de CC.EE. y EE. Módulo C. Despacho C1.11., Campus Universitario de Tafira, 35017, Las Palmas de Gran Canaria, Spain (E-mail: smoreno@dede.ulpgc.es). Simon Hudson, PhD, is Associate Professor, Haskayne School of Business, Univer- sity of Calgary, 2500 University Drive NW, Calgary, Alberta, Canada, T2N 1N4 (E-mail: simon.hudson@haskayne.ucalgary.ca). Teresa Aguiar Quintana, PhD, is Associate Professor, Las Palmas of Gran Canaria University, Edif. Departamental de la Facultad de CC.EE. y EE. Módulo C. Despacho C1.11., Campus Universitario de Tafira, 35017, Las Palmas de Gran Canaria, Spain (E-mail: taguiar@dede.ulpgc.es). Journal of Hospitality & Leisure Marketing, Vol. 14(2) 2006 Available online at http://www.haworthpress.com/web/JHLM © 2006 by The Haworth Press, Inc. All rights reserved. doi:10.1300/J150v14n02_04 47