Destination Image and Customer Loyalty in Medical Tourism

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 imag