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

Author

Listed:
  • Fayez B. Shriedeh

    (College of Business, Universiti Utara Malaysia, Malaysia,)

  • Noor Hasmini Abd. Ghani

    (College of Business, Universiti Utara Malaysia, Malaysia.)

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.

Suggested Citation

  • Fayez B. Shriedeh & Noor Hasmini Abd. Ghani, 2017. "Service Quality as an Antecedent of Brand Equity: Empirical Evidence in the Medical Tourism from Jordan," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 15-19.
    • Handle: RePEc:eco:journ3:2017-01-02
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    References listed on IDEAS

    as
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    4. Prabha Ramseook-Munhurrun & Soolakshna D. Lukea-Bhiwajee & Perunjodi Naidoo, 2010. "Service Quality In The Public Service," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 3(1), pages 37-50.
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    Cited by:

    1. Hanna Górska-Warsewicz, 2022. "Consumer or Patient Determinants of Hospital Brand Equity—A Systematic Literature Review," IJERPH, MDPI, vol. 19(15), pages 1-36, July.

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    More about this item

    Keywords

    Service Quality; Brand Equity; Medical Tourism;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development

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