Maintaining a Sustainable Competitive Advantage in Tourism Through Quality Service and Customer Satisfaction in Africa

COVID-19 provided both a challenge and an opportunity for tourism enterprises to improve the quality of service delivery and customer satisfaction. It has been difficult for tourism enterprises to build quality in the company to satisfy tourists and maintain a sustainable competitive advantage. This study aimed to explore service quality attributes that will improve service delivery and enhance customer satisfaction, positively influencing sustainable competitive advantage. The study employs a qualitative research method, utilising secondary data documents from Google Scholar and the company's Annual Integrated Reports. The inclusion and exclusion of documents were based on thematic relevance. The study’s findings revealed that quality dimensions in tourism are evolving and are not uniform across researchers and practitioners. The study found that quality is an antecedent of customer satisfaction. The study also found that tourist satisfaction is important to ensure a sustainable competitive advantage. The study implications are that management should understand what constitutes quality service and products, monitor the dimensions’ implementation, satisfy tourists continuously, and maintain Sustainable Competitive Advantage (SCA).