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The purpose of this study was to investigate the degree to which behavioral intentions could be explained by service quality dimensions. Zeithmal et.’s theoretical framework was used to measure behavioral intentions; the five dimensions of SERVQUAL were used to measure perceived service quality. A total of 205 customers of two hotels in north Greece particpated in the study. The results indicated that the service quality dimensions explained a very high proportion of variance in word‐of‐mouth communications and purchase intentions (93 per cent and 85 per cent, respectively). These findings have theoretical implications in terms of developing a framework for conceptualizing service loyalty and identifying its antecedents. They also have practical implications in terms of designing effective customer retention strategies.