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The purpose of this paper is to follow a comparative framework to investigate the effects of outcome quality on loyalty through the mediating role of perceived value in four-star hotels and five-star hotels.

Following a review of the literature, some hypotheses were formulated to examine the effects of outcome quality on attitudinal loyalty and behavioral intention through the mediating role of perceived value. The data guiding the comparative analysis were collected from two groups of visitors staying either in four-start or five-star hotels. The sample included 356 international tourists who stayed overnight in four- or five-star hotels in Kuala Lumpur, Malaysia. Structural equation modeling was used to analyze the data.

Analyzing the data obtained helped to construct three models. In the first model, the effects of outcome quality on attitudinal loyalty and behavioral intention through the mediating role of perceived value in both group of customers was analyzed. In the second model, the effects of outcome quality on behavioral intention through the mediating role of perceived value were compared across the two groups. In the third model, all dimensions of attitudinal loyalty and behavioral intention were combined into one single variable called composite loyalty.

In the first model, the (in)direct effect of outcome quality on both of the dimensions of loyalty (attitudinal loyalty and behavioral intention) was confirmed through perceived value as the mediating variable. The results of processing the second model showed that the impact of outcome quality on behavioral intention was greater in the four-star hotels clients, whereas the effect of perceived value on behavioral intention was greater in the five-star hotels visitors. The third model revealed that the (in)direct effect of outcome quality on composite loyalty through perceived value was greater in the four-star hotels clients than that in the five-star hotels clients.

This study aims to highlight the dimensions of the rivalry over the regional role between two regional powers in the Middle East, and the impact of local, regional and international pressures of the Syrian crisis on the role performance of the competing forces.

The study is based on using “the role approach” as an analytical frame to benefit by the application of the theory of role. This approach allows the possibility of linking various analytical levels, both in clarifying the relationship between internal and external factors and showing the interaction between elements of perception, abilities and behavior.

The international pressures shall remain governing the frame of competition among the roles of the regional powers, through determining the course of competition and its direct impact on its results.

This study examines the phenomenon of regional rivalry between two distinct and competing regional powers, in a turbulent environment in the wake of the Arab Spring crises, which created opportunities and challenges for regional powers, especially in Syria, where it intersected with the interests and policies of major and regional powers.