BEYOND SERVICE EXCELLENCE: EXPLORING BRAND IMAGE AS THE BRIDGE BETWEEN SERVICE QUALITY AND CUSTOMER LOYALTY IN NATURE TOURIST CAMPS

Abstract

The previous research emphasized the importance of service quality, brand image, and customer loyalty in the context of the hospitality industry, However, there seems to be a need for more in-depth investigation into the specific mechanisms and strategies of service quality within the nature tourist camps that contribute to building a positive brand image and fostering customer loyalty. To cover this gap in knowledge, this study examined customer loyalty and brand image perception about nature tourist camps service quality in Jordan. This research is crucial due to the rapid growth of the outdoor accommodation industry and the importance of service quality. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the data collected from tourists who stayed at Wadi Rum. The results demonstrate that brand image significantly mediates the relationship between SERVRQUAL model dimensions and customer loyalty. Theoretical and practical implications were discussed.

Keywords

• nature tourist camps
• outdoor accommodations
• service quality
• brand image
• customer loyalty