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Service Quality as an Antecedent of Brand Equity: Empirical Evidence in the Medical Tourism from Jordan

Fayez B. Shriedeh and Noor Hasmini Abd. Ghani
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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

Abstract: 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)
Date: 2017
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