A Study of Brand Image, Perceived Service Quality, Patient Satisfaction and Behavioral Intention Among the Medical Tourists

Global Journal of Business and Social Science Review, Vol. 2(2) 2014. 32-43

12 Pages Posted: 19 Jul 2017 Last revised: 25 Oct 2017

See all articles by Tat Huei Cham

Tat Huei Cham

Universiti Tunku Abdul Rahman (UTAR)

Lim Yet Mee

Tunku Abdul Rahman University (UTAR)

Aik Nai-Chiek

Tunku Abdul Rahman University (UTAR)

Date Written: April 16, 2014

Abstract

Objective – This paper aims to examine the importance of brand image, and its impact on hospital service quality as perceived by the medical tourists. Moreover, this paper also evaluates the interrelationships among perceived service quality, patient satisfaction, and behavioural intention.

Methodology/Technique – Based on quota sampling method, a questionnaire survey was used to collect data from 400 medical tourists to test the hypothesized relationships in this study.

Findings – The findings from this study indicate that brand image has a significant positive influence on perceived service quality; and brand image is significantly and positively related to medical tourists’ behavioural intention (i.e., their revisit intention). The findings also show that level of satisfaction partially mediates the relationship between service quality and behavioural intention among medical tourists.

Novelty – This study is one of the very few empirical studies that examine the importance of brand image in the context of medical tourism. Moreover, this study is also one of the few studies that addressed patient satisfaction as a mediator in the healthcare context.

Keywords: Brand Image, Service Quality, Patient Satisfaction, Behavioral Intention, Medical Tourism

JEL Classification: L80, L89, Z30

Suggested Citation

Cham, Tat Huei and Yet Mee, Lim and Nai-Chiek, Aik, A Study of Brand Image, Perceived Service Quality, Patient Satisfaction and Behavioral Intention Among the Medical Tourists (April 16, 2014). Global Journal of Business and Social Science Review, Vol. 2(2) 2014. 32-43. Available at SSRN: https://ssrn.com/abstract=3001588

Tat Huei Cham (Contact Author)

Universiti Tunku Abdul Rahman (UTAR) ( email )

Sungai Long Campus Lot PT 21144
Bandar Sg. Long, Cheras, Selangor D.E.,
Bandar Sungai Long, 43000
Malaysia

Lim Yet Mee

Tunku Abdul Rahman University (UTAR) ( email )

Sungai Long Campus Lot PT 21144
Bandar Sg. Long, Cheras, Selangor D.E.,
Bandar Sungai Long, 43000
Malaysia

Aik Nai-Chiek

Tunku Abdul Rahman University (UTAR) ( email )

Sungai Long Campus Lot PT 21144
Bandar Sg. Long, Cheras, Selangor D.E.,
Malaysia

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