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Year 2017, Volume: 7 Issue: 1, 15 - 19, 01.03.2017

Fayez B. Shriedeh Noor Hasmini Abd. Ghani

Abstract

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

Year 2017, Volume: 7 Issue: 1, 15 - 19, 01.03.2017

Fayez B. Shriedeh Noor Hasmini Abd. Ghani

Abstract

This study aims to investigate the effect of service quality on brand equity in medical tourism context. Service quality is considered as a critical success element for achieveing 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 toursim's differentation 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 service quality is significantly associated with overall brand equity. Also, each of service quality dimensions that referring to tangibility, reliability, responsiveness, empathy, and assurance are significantly correlated with overall brand equity.

Keywords

Service quality Brand equity Medical tourism

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Details

Other ID JA76NH62ZS
Journal Section Research Article
Authors

Fayez B. Shriedeh This is me

Noor Hasmini Abd. Ghani This is me

Publication Date March 1, 2017
Published in Issue Year 2017 Volume: 7 Issue: 1

Cite

APA Shriedeh, F. B., & Ghani, N. H. A. (2017). Service Quality as an Antecedent of Brand Equity: Empirical Evidence in the Medical Tourism from Jordan. International Review of Management and Marketing, 7(1), 15-19.
AMA Shriedeh FB, Ghani NHA. Service Quality as an Antecedent of Brand Equity: Empirical Evidence in the Medical Tourism from Jordan. IRMM. March 2017;7(1):15-19.
Chicago Shriedeh, Fayez B., and Noor Hasmini Abd. Ghani. “Service Quality As an Antecedent of Brand Equity: Empirical Evidence in the Medical Tourism from Jordan”. International Review of Management and Marketing 7, no. 1 (March 2017): 15-19.
EndNote Shriedeh FB, Ghani NHA (March 1, 2017) Service Quality as an Antecedent of Brand Equity: Empirical Evidence in the Medical Tourism from Jordan. International Review of Management and Marketing 7 1 15–19.
IEEE F. B. Shriedeh and N. H. A. Ghani, “Service Quality as an Antecedent of Brand Equity: Empirical Evidence in the Medical Tourism from Jordan”, IRMM, vol. 7, no. 1, pp. 15–19, 2017.
ISNAD Shriedeh, Fayez B. - Ghani, Noor Hasmini Abd. “Service Quality As an Antecedent of Brand Equity: Empirical Evidence in the Medical Tourism from Jordan”. International Review of Management and Marketing 7/1 (March 2017), 15-19.
JAMA Shriedeh FB, Ghani NHA. Service Quality as an Antecedent of Brand Equity: Empirical Evidence in the Medical Tourism from Jordan. IRMM. 2017;7:15–19.
MLA Shriedeh, Fayez B. and Noor Hasmini Abd. Ghani. “Service Quality As an Antecedent of Brand Equity: Empirical Evidence in the Medical Tourism from Jordan”. International Review of Management and Marketing, vol. 7, no. 1, 2017, pp. 15-19.
Vancouver Shriedeh FB, Ghani NHA. Service Quality as an Antecedent of Brand Equity: Empirical Evidence in the Medical Tourism from Jordan. IRMM. 2017;7(1):15-9.