Effects of the Medical Tourism Service Quality on Loyalty through Tourist Satisfaction and Trust

안토노바 인나; Bae， Sang-Wook; WII JOO YHANG

Journal of Tourism Sciences

Abbr : JTS
2017, 41(8), pp.71-89
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism

안토노바 인나 ¹, Bae， Sang-Wook ², WII JOO YHANG ³

¹Sanvita Ltd, Co.
²부경대학교
³부경대학교

ABSTRACT

This study was to identify the effect of medical tourism service quality components such as processing, outcomes, and environment qualities as perceived by medical tourists in terms of the components of loyalty - reuse and recommendation intentions via satisfaction and reliability. To achieve this aim, we conducted a survey focused on medical tourists from Russia and Central Asia who had used medical institutions in Korea. We performed a structural equation model using a total of 255 data samples. The results of this analysis were as follows: First, it was confirmed that all the components of institutional service quality caused significantly positive effects on customer satisfaction. Second, coordinate service quality had a significantly positive effect on customer satisfaction. Third, satisfaction and reliability had significantly positive effects on the components of customer loyalty respectively. The results of this study will provide several theoretical and managerial implications and will suggest directions for future research.
KEYWORDS

Medical tourism service quality, Medical institution service quality, Coordinate service quality, Russia and Central Asia
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