Service Quality as an Antecedent of Brand Equity: Empirical Evidence in the Medical Tourism from Jordan
Fayez B. Shriedeh and
Noor Hasmini Abd. Ghani
Additional contact information
Fayez B. Shriedeh: College of Business, Universiti Utara Malaysia, Malaysia,
Noor Hasmini Abd. Ghani: College of Business, Universiti Utara Malaysia, Malaysia.
International Review of Management and Marketing, 2017, vol. 7, issue 1, 15-19
This study aims to investigate the effect of service quality (SQ) on brand equity in medical tourism context. SQ is considered as a critical success element for achieving competitive advantage and building strong medical tourism brands in today’s competitive market, Jordan is included. A brand with strong equity is vital weapon for a medical tourism’s differentiation strategy and development of customer loyalty. In this study, a survey has been distributed to 384 medical tourist’s in Jordan. Only, 306 data are usable and were used for data analysis. The findings of this study showed that the SQ is significantly associated with overall brand equity. Also, each of SQ dimensions that referring to tangibility, reliability, responsiveness, empathy, and assurance are significantly correlated with overall brand equity.
Keywords: Service Quality; Brand Equity; Medical Tourism (search for similar items in EconPapers)
JEL-codes: M31 M37 Z32 (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:eco:journ3:2017-01-02
Access Statistics for this article
International Review of Management and Marketing is currently edited by Ilhan Ozturk
More articles in International Review of Management and Marketing from Econjournals
Series data maintained by Ilhan Ozturk ().