Destination Image and Customer Loyalty in Medical Tourism

Joseph Rahila

• Publisher: GRIN Verlag
• Year: 2023
• Edition: 1
• eBook ISBN:
  9783346987150
• Topic: Medicine
• Subtopic: Public Health, Administration & Care

Thesis from the year 2017 in the subject Health - Public Health, grade: 8.0, , course: MANAGEMENT, language: English, abstract: Embark on a journey to unravel the complexities of customer loyalty in the burgeoning field of inbound medical tourism, where patient satisfaction intertwines with destination allure. This study delves into the heart of what makes medical tourists return, focusing on the critical role of destination image and its power to shape post-treatment experiences. Prepare to explore the intricate web of relationships between service quality, perceived risk, and the overall value that patients associate with their medical travel. Uncover how these factors, along with the crucial elements of perceived trust and customer satisfaction, collectively forge lasting bonds of loyalty. This research introduces a groundbreaking model, meticulously crafted and validated, designed to predict and explain customer loyalty within the Indian medical tourism landscape, specifically focusing on patients and their attenders in Chennai hospitals. Through rigorous analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM), this study sheds light on the mediating effects of perceived value and perceived risk, revealing how they influence the connection between service quality and unwavering customer allegiance. Furthermore, discover the moderating influence of perceived risk, unveiling its impact on the relationship between customer satisfaction and sustained loyalty. This exploration is essential for healthcare providers, policymakers, and tourism professionals seeking to cultivate enduring relationships with medical tourists, enhancing India's position as a premier destination for quality healthcare. This study enhances the understanding of consumer behavior in the context of medical tourism, with a special focus on how these factors interplay to influence decision-making and encourage repeat visits. By understanding the crucial role of destination image in shaping customer perceptions, the study provides valuable insights for businesses and destinations looking to attract and retain medical tourists. This research also navigates the ethical considerations inherent in studying vulnerable populations, while rigorously applying PLS-SEM techniques to derive actionable insights. It is a valuable resource for anyone interested in the sustainable growth and development of the medical tourism sector. Prepare to discover a comprehensive framework that not only explains customer loyalty but also offers practical strategies for fostering enduring relationships in the dynamic world of medical travel.