The role of customer relationship management, service quality and innovation as sources of brand equity development

In the highly competitive medical tourism market environment of today, Brand Equity (BE) could become a competitive edge for survival for service providers. In general, medical tourism has been perceived to have a low BE, especially in Jordan. The contribution of Customer Relationship Management (CR...

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主要作者: Shriedeh, Fayez Bassam Fayez
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id my-uum-etd.7919
record_format uketd_dc
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Abd. Ghani, Noor Hasmini
topic HF5415.33 Consumer Behavior.
HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
HF5415.33 Consumer Behavior.
Shriedeh, Fayez Bassam Fayez
The role of customer relationship management, service quality and innovation as sources of brand equity development
description In the highly competitive medical tourism market environment of today, Brand Equity (BE) could become a competitive edge for survival for service providers. In general, medical tourism has been perceived to have a low BE, especially in Jordan. The contribution of Customer Relationship Management (CRM), Service Quality (SQ), and innovation in developing BE, cannot be ignored as far as literature is concerned. However, studies on marketing activities towards building BE remain limited. Hence, this study aims to investigate the contributions of CRM, SQ and innovation in developing BE, to medical tourism service providers. Since a sampling frame was not available, the study obtained its data through systematic sampling using a self administered questionnaire to build a sampling frame of medical tourists. Some 500 respondents were next selected randomly from the sampling frame using the simple random sampling technique. The Structural Equation Modeling (SEM) procedure in IBM-SPSS-Amos 23.0 was used for data analysis. The findings indicated that both CRM and SQ had significant effects on innovation. Innovation, on the other hand, had a significant effect on BE. However, only SQ had significant direct effects on BE while the direct effects of CRM were not quite significant. The results imply that the mediating innovation plays a full mediation role in linking CRM to BE, while innovation plays a partial mediation role in linking SQ to BE. These findings offer several contributions towards building BE as a competitive edge as far as medical tourism service providers are concerned. Future research should incorporate other constructs that may enhance BE. Other mediators are also recommended for future research on the impacts of both CRM and SQ on the BE.
format Thesis
qualification_name Ph.D.
qualification_level Doctorate
author Shriedeh, Fayez Bassam Fayez
author_facet Shriedeh, Fayez Bassam Fayez
author_sort Shriedeh, Fayez Bassam Fayez
title The role of customer relationship management, service quality and innovation as sources of brand equity development
title_short The role of customer relationship management, service quality and innovation as sources of brand equity development
title_full The role of customer relationship management, service quality and innovation as sources of brand equity development
title_fullStr The role of customer relationship management, service quality and innovation as sources of brand equity development
title_full_unstemmed The role of customer relationship management, service quality and innovation as sources of brand equity development
title_sort role of customer relationship management, service quality and innovation as sources of brand equity development
granting_institution Universiti Utara Malaysia
granting_department Othman Yeop Abdullah Graduate School of Business
publishDate 2018
url https://etd.uum.edu.my/7919/1/s95847_01.pdf
https://etd.uum.edu.my/7919/2/s95847_02.pdf
_version_ 1747828288684818432
spelling my-uum-etd.79192021-08-11T07:20:14Z The role of customer relationship management, service quality and innovation as sources of brand equity development 2018 Shriedeh, Fayez Bassam Fayez Abd. Ghani, Noor Hasmini Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5415.33 Consumer Behavior. HF5549-5549.5 Personnel Management. Employment In the highly competitive medical tourism market environment of today, Brand Equity (BE) could become a competitive edge for survival for service providers. In general, medical tourism has been perceived to have a low BE, especially in Jordan. The contribution of Customer Relationship Management (CRM), Service Quality (SQ), and innovation in developing BE, cannot be ignored as far as literature is concerned. However, studies on marketing activities towards building BE remain limited. Hence, this study aims to investigate the contributions of CRM, SQ and innovation in developing BE, to medical tourism service providers. Since a sampling frame was not available, the study obtained its data through systematic sampling using a self administered questionnaire to build a sampling frame of medical tourists. Some 500 respondents were next selected randomly from the sampling frame using the simple random sampling technique. The Structural Equation Modeling (SEM) procedure in IBM-SPSS-Amos 23.0 was used for data analysis. The findings indicated that both CRM and SQ had significant effects on innovation. Innovation, on the other hand, had a significant effect on BE. However, only SQ had significant direct effects on BE while the direct effects of CRM were not quite significant. The results imply that the mediating innovation plays a full mediation role in linking CRM to BE, while innovation plays a partial mediation role in linking SQ to BE. 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