Abstract

Corporate reputation has emerged as a critical determinant of organisational success in the hospitality sector, shaping customer trust, loyalty and overall brand perception. The purpose of this study is to develop a conceptual framework for corporate reputation, service quality, and customer satisfaction in shaping customers’ experiences in the hotel industry on Langkawi Island. It begins with the understanding that a strong reputation shapes how customers perceive service quality, which in turn affects their satisfaction. The paper synthesises literature published to propose a refined conceptual model by integrating the Signalling Theory (ST), SERVQUAL Model and Expectancy Disconfirmation Model (EDM) as a primary theoretical lens. This study identified three themes, namely corporate reputation, service quality and customer satisfaction. The study highlights how customers expressed positive impressions of both the service and the hotel’s reputation, suggesting that when service is consistent and reliable, it builds trust and deepens satisfaction. The power of delivering quality service as a way to nurture a strong and lasting reputation. This study provides a fresh perspective on how service quality and satisfaction shape reputation in the tourism sector. It can provide hotel managers and service providers with practical ideas for creating memorable customer experiences through attentive service, consistent quality and genuine care that leave a lasting mark and strengthen their brand in a competitive market.