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Purpose: The purpose of this study is to investigate the effect of quality of service on customer loyalty and the role of the brand as an intermediary variable in hotels in Aqaba/Jordan.

Methodology: This study is descriptive. The aim of this study is to investigate how the quality of service provided by five-star hotels affects customer loyalty in hotels in Aqaba/Jordan.

The data used has been collected from 300 customers by questionnaire, 81% of participants responded and then analyzed by SPSS programming. After verifying the validity and reliability of this programming, the researcher has implemented correlation test and multiple regressions to test the study hypothesis.

Findings: The results show that all aspects of service quality and the elements and phases of branding are very important to customer loyalty. It presents that the correlation among service quality dimensions, and among brand loyalty phases, and the relationship between service quality dimensions and brand loyalty was strong. Finally, the service quality was having a strong direct effect on customer loyalty, and all dimensions of service quality affected brand loyalty of five-star hotels customers in Aqaba, Jordan.

Recommendations: Further studies on other classes of hotels in Aqba and other hotels outside of Aqaba are necessary to mitigate the results of the study.  Moreover, the study recommends developing strategy to encourage tourism in Jordan and conduct continuous training for all employees​