International Tourists Service Quality Perception And Behavioral Loyalty Toward Medical Tourism In Bangkok Metropolitan Area

Abstract

This research assesses the relationship between service quality, value, satisfaction, and brand trust on the behavioral loyalty of international tourists acting as medical tourists toward private hospital medical services in the Bangkok Metropolitan area. A quantitative study was performed using 400 international tourists who use medical service from private hospitals in Thailand. Structural equation analysis is used to test the hypotheses. The results indicate that there are significant positive relationships between service quality and value (H1), satisfaction (H2), and brand trust (H3). Value (H4), satisfaction (H5), and brand trust (H6) have significant positive relationships with behavioral loyalty. Service quality has an indirect effect on behavioral loyalty by having value, satisfaction, and brand trust function as mediators. Finally, nationality has no moderating effect on the relationship between service quality and value (H7), satisfaction (H8), and brand trust (H9).

Factors associated with medical travel behaviours: the input–process–output perspective

“…The results also confirm that service quality and corporate image have indirect influences on behavioural intention through perceived value, in agreement with previous studies (Anderson & Sullivan, 1993;Lertwannawit & Gulid, 2011;Ryu et al, 2008). The results from the medical tourists suggest that perceived value plays an important mediating role in the formation of medical travel behaviours, and so it deserves more managerial attention.…”

“…In addition, some researchers in the service marketing domain have demonstrated the mediating effect of perceived value on future consumption behaviours. Lertwannawit and Gulid (2011) and Anderson and Sullivan (1993) reveal that buyer perceptions of service quality have significant, indirect effects on behavioural outcomes through consumer perceived value. Moreover, the literature also provides support for the view that corporate image has impacts on consumers' future behaviours through perceived value (Ryu, Han, & Kim, 2008).…”

Strategic Effects of Product Innovation, Service Quality, and Relationship Quality on Brand Equity

“…The results were confirmed by Lertwannawit and Gulid (2011) who demonstrated that the path relationship between service quality and brand trust is significant and positive. Moreover, certain studies found that service quality has significant effect on brand equity and contribute to the success of the brand (Mourad et al, 2011;Nowak et al, 2006).…”

Analisis Loyalitas Pelanggan Industri Jasa Pengiriman Menggunakan Structural Equation Modeling

“…Trust (kepercayaan) memiliki hubungan yang signifikan terhadp costumer loyalty (loyalitas pelanggan). Hal ini sesuai dengan teori sebelumnya yang menyatakan bahwa trust memiliki hubungan yang positif terhadap loyalitas pelanggan (Lertwannawit & Gulid, 2011). Hubungan antara kepercayaan dan loyalitas pelanggan yaitu semakin tinggi kepercayaan pelanggan terhadap suatu produk, maka akan semakin tinggi pula tinggkat kesetiaan pada suatu produk.…”