Hospital brand image and trust leading towards patient satisfaction: medical tourists’ behavioural intention in Malaysia
In Malaysia, hospital branding is critical to recruiting medical tourists. Reputation, service quality, and word-of-mouth influence hospital branding. Thus, hospitals and the healthcare tourism sector must understand these elements to gain a competitive edge in the global market. This study investig...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
PAGEPress Publications
2024-02-01
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| Series: | Healthcare in Low-resource Settings |
| Subjects: | |
| Online Access: | https://www.pagepressjournals.org/hls/article/view/12276 |
| _version_ | 1797224510566432768 |
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| author | Tham Noi Fook Low Mei Peng Yeong Wai Mun |
| author_facet | Tham Noi Fook Low Mei Peng Yeong Wai Mun |
| author_sort | Tham Noi Fook |
| collection | DOAJ |
| description | In Malaysia, hospital branding is critical to recruiting medical tourists. Reputation, service quality, and word-of-mouth influence hospital branding. Thus, hospitals and the healthcare tourism sector must understand these elements to gain a competitive edge in the global market. This study investigated the effect of hospital advertising factors on healthcare tourists’ behavioural intentions (BI) in Malaysia, with emphasis on clarifying the nature of hospital brand image and hospital brand trust. Additionally, the study assessed how perceived standards and satisfaction stimulate favourable BI among healthcare tourists. This study used the quantitative research-based deductive approach, where hospitals in Malaysia were the target sector. The results demonstrated that accessibility, cost, and a good web presence influenced hospital marketing for medical tourism. Furthermore, the characteristics of safety and security and effective advertising enhance trust. Moreover, patient satisfaction is critical to reduce the divide between service standards and BI, which emphasises the necessity of prioritising patients in medical facilities. Nevertheless, the findings were time-sensitive and not adjusted for healthcare tourism sector alterations or customer habit variations over time.
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| first_indexed | 2024-04-24T13:54:16Z |
| format | Article |
| id | doaj.art-fc73c6842e4c4190908d668175805e68 |
| institution | Directory Open Access Journal |
| issn | 2281-7824 |
| language | English |
| last_indexed | 2024-04-24T13:54:16Z |
| publishDate | 2024-02-01 |
| publisher | PAGEPress Publications |
| record_format | Article |
| series | Healthcare in Low-resource Settings |
| spelling | doaj.art-fc73c6842e4c4190908d668175805e682024-04-03T23:14:18ZengPAGEPress PublicationsHealthcare in Low-resource Settings2281-78242024-02-0110.4081/hls.2024.12276Hospital brand image and trust leading towards patient satisfaction: medical tourists’ behavioural intention in MalaysiaTham Noi Fook0Low Mei Peng1Yeong Wai Mun2Faculty of Accountancy and Management, Universiti Tunku Abdul Rahman, SelangorFaculty of Accountancy and Management, Universiti Tunku Abdul Rahman, SelangorFaculty of Accountancy and Management, Universiti Tunku Abdul Rahman, SelangorIn Malaysia, hospital branding is critical to recruiting medical tourists. Reputation, service quality, and word-of-mouth influence hospital branding. Thus, hospitals and the healthcare tourism sector must understand these elements to gain a competitive edge in the global market. This study investigated the effect of hospital advertising factors on healthcare tourists’ behavioural intentions (BI) in Malaysia, with emphasis on clarifying the nature of hospital brand image and hospital brand trust. Additionally, the study assessed how perceived standards and satisfaction stimulate favourable BI among healthcare tourists. This study used the quantitative research-based deductive approach, where hospitals in Malaysia were the target sector. The results demonstrated that accessibility, cost, and a good web presence influenced hospital marketing for medical tourism. Furthermore, the characteristics of safety and security and effective advertising enhance trust. Moreover, patient satisfaction is critical to reduce the divide between service standards and BI, which emphasises the necessity of prioritising patients in medical facilities. Nevertheless, the findings were time-sensitive and not adjusted for healthcare tourism sector alterations or customer habit variations over time. https://www.pagepressjournals.org/hls/article/view/12276Patient experiencepatient satisfactionhospital brand imagehospital brand trustperceived service qualitybehavioral intention |
| spellingShingle | Tham Noi Fook Low Mei Peng Yeong Wai Mun Hospital brand image and trust leading towards patient satisfaction: medical tourists’ behavioural intention in Malaysia Healthcare in Low-resource Settings Patient experience patient satisfaction hospital brand image hospital brand trust perceived service quality behavioral intention |
| title | Hospital brand image and trust leading towards patient satisfaction: medical tourists’ behavioural intention in Malaysia |
| title_full | Hospital brand image and trust leading towards patient satisfaction: medical tourists’ behavioural intention in Malaysia |
| title_fullStr | Hospital brand image and trust leading towards patient satisfaction: medical tourists’ behavioural intention in Malaysia |
| title_full_unstemmed | Hospital brand image and trust leading towards patient satisfaction: medical tourists’ behavioural intention in Malaysia |
| title_short | Hospital brand image and trust leading towards patient satisfaction: medical tourists’ behavioural intention in Malaysia |
| title_sort | hospital brand image and trust leading towards patient satisfaction medical tourists behavioural intention in malaysia |
| topic | Patient experience patient satisfaction hospital brand image hospital brand trust perceived service quality behavioral intention |
| url | https://www.pagepressjournals.org/hls/article/view/12276 |
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