The Role of Strategic Improvisation in Enhancing Customer Loyalty through the Quality of Tourism Services

The Role of Strategic Improvisation in Enhancing Customer Loyalty through the Quality of Tourism Services | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Research Article The Role of Strategic Improvisation in Enhancing Customer Loyalty through the Quality of Tourism Services Mokhtar Mohammad Ahmad Sharaf ubbin This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-8419259/v1 This work is licensed under a CC BY 4.0 License Status: Posted Version 1 posted You are reading this latest preprint version Abstract The study aimed to examine the role of strategic improvisation in enhancing customer loyalty through the quality of tourism services provided by travel and tourism companies, including Hajj and Umrah service providers in Yemen. Adopting a quantitative research methodology and employing a descriptive-analytical approach, the study utilized a questionnaire as the primary data collection instrument targeting a population of 152 travel and tourism companies. A comprehensive survey method was applied to include all administrative leaders, comprising 506 employees occupying positions such as general manager, department manager, head of section, and specialist within travel and tourism companies across the Republic of Yemen. Out of the 506 distributed questionnaires, 444 valid responses were retrieved and deemed suitable for analysis, yielding a response rate of 87.74 percent. The collected data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique through the SmartPLS statistical software, which enabled the evaluation of both the measurement model (reflective and formative) and the structural model. The study arrived at several significant findings, the most prominent of which is the existence of a statistically significant effect of strategic improvisation on enhancing customer loyalty through the quality of tourism services provided by travel and tourism companies, including Hajj and Umrah service providers in Yemen. Entrepreneurship Strategic Improvisation Quality of Tourism Services Customer Loyalty Full Text Additional Declarations The authors declare no competing interests. Ethics Approval Statement: This study involved human participants and was conducted in accordance with recognized ethical standards. Ethical approval for the study was obtained from the Ethics Committee of the Faculty of Commerce and Economics, Sana'a University, Yemen. Participant Consent Statement: Informed consent was obtained from all participants prior to their participation in the study. Participants were informed about the purpose of the research, the voluntary nature of their participation, and the confidentiality of their responses. Cite Share Download PDF Status: Posted Version 1 posted You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. Our growing team is made up of researchers and industry professionals working together to solve the most critical problems facing scientific publishing. Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-8419259","acceptedTermsAndConditions":true,"allowDirectSubmit":true,"archivedVersions":[],"articleType":"Research Article","associatedPublications":[],"authors":[{"id":563720600,"identity":"c63af482-1b17-42ec-a0d0-71b896d42d1f","order_by":0,"name":"Mokhtar Mohammad Ahmad Sharaf 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