One of the most important conclusions that maybe drawn from this study lies in the fact that perceivedquality of a specific brand is found to significantlyaffect firms’pe rformance in the hotel and restaurantbusiness. This may stem from the rationalethat luxury hotels and chain restaurants requirebetter service delivery systems to customers. The resultsimply that brand awareness alone is not enough togenerate satisfactory firms’perfor mance and perceivedquality should be managed carefully to produce goodfinancial results.