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Determinants of satisfaction and dissatisfaction among preventive and curative medical tourists: a comparative analysis
by Babu P. George, Tony L. Henthorne, Alvin J. Williams
International Journal of Behavioural and Healthcare Research (IJBHR), Vol. 2, No. 1, 2010
Abstract: The burgeoning global medical tourism market now demands a more sophisticated approach to market analysis and subsequent market segmentation. The current paper offers a systemic view of medical tourism, with primary focus on the antecedents of customer satisfaction levels, ultimately leading to stronger strategic and operational marketing programmes for practitioners. As global marketers seek to capitalise on the growth in medical tourism, it is instructive to better understand the determinants of satisfied experiences. Thus, the paper posits hypotheses integrating the concepts of customer satisfaction and medical tourism. Through survey methods, findings indicate that preventive medical tourists achieve satisfaction from the performance level of ancillary tourist services and dissatisfaction from the less than satisfactory performance of medical services. Concomitantly, curative medical tourists achieve satisfaction from superior medical services and dissatisfaction from inferior delivery of tourist services. In addition to offering strong managerial implications, the study also provides a discussion of theoretical expansions based on the findings.
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