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
格式:	Thesis
語言:	eng eng
出版:	2018
主題:	HF5415.33 Consumer Behavior.
在線閱讀:	https://etd.uum.edu.my/7919/1/s95847_01.pdf https://etd.uum.edu.my/7919/2/s95847_02.pdf
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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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