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

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.