Izvorni znanstveni članak
https://doi.org/10.20867/thm.31.2.7
Predictors of hospital brand trust and medical tourists’ satisfaction: A case of sarawak Malaysia
Noi Fook Tham
orcid.org/0000-0001-6314-5440
; Faculty of Accountancy and Management Universiti Tunku Abdul Rahman Lot PT21144 Jalan Sungai Long Bandar Sungai Long Cheras 43000 Kajang Selangor Darul Ehsan, Malaysia
*
Mei Peng Low
; Associate Professor Faculty of Accountancy and Management Universiti Tunku Abdul Rahman, Malaysia
Wai Mun Yeong
; Assistant Professor Faculty of Accountancy and Management Universiti Tunku Abdul Rahman, Malaysia
* Dopisni autor.
Sažetak
Purpose –As medical tourism has become increasingly popular in recent years, competition has
become more intense. Branding hospitals through brand trust is a marketing strategy to remain
competitive. The purpose of this study is to examine the influence of advertisement, safety and
security, and word-of-mouth on hospital brand trust. Furthermore, the influence of the hospital’s
brand trust, perceived service quality, and the satisfaction of medical tourists should be analysed.
Methodology/Design/Approach – This quantitative study adopted purposive and quota sampling by
distributing a self-administered survey questionnaire to medical tourists in three private hospitals in
Sarawak. The collected data were analysed using partial least square structural equation modelling.
Findings – The findings revealed that advertisement, safety and security, and word-of-mouth have a
significant positive relationship with hospital brand trust. In addition, the interrelationship between
hospital brand trust, perceived service quality, and patient satisfaction is significantly positive.
Originality of the research – The novelty of this research is that it examines how hospital
brand trust can influence the quality of services provided by healthcare providers.
Ključne riječi
Hrčak ID:
331088
URI
Datum izdavanja:
16.5.2025.
Posjeta: 244 *