The primary aim of this research is to investigate whether organisational citizenship behaviors, in-role behaviors, employees’ empowerment and employees’ branding can influence customers’ perceived service quality. A model is proposed based on three interlinked literature strands that consider human resources management, brand management, and hospitality management. The survey instruments will be developed based on the results of the focus groups and the literature. A set of relationships among employees’ behaviors, employees’ branding and service quality will be examined by structural equation modeling. The findings would encourage hotels to allocate resources to improve those critical elements that can help to achieve the best results.