https://doi.org/10.4081/hls.2024.12276
Hospital brand image and trust leading towards patient satisfaction: medical tourists’ behavioural intention in Malaysia
Submitted: 12 January 2024
Accepted: 1 February 2024
Published: 19 February 2024
Accepted: 1 February 2024
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All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.
Authors
In Malaysia, hospital branding is critical to recruiting medical tourists. Reputation, service quality, and word-of-mouth influence hospital branding. Thus, hospitals and the healthcare tourism sector must understand these elements to gain a competitive edge in the global market. This study investigated the effect of hospital advertising factors on healthcare tourists’ behavioural intentions (BI) in Malaysia, with emphasis on clarifying the nature of hospital brand image and hospital brand trust. Additionally, the study assessed how perceived standards and satisfaction stimulate favourable BI among healthcare tourists. This study used the quantitative research-based deductive approach, where hospitals in Malaysia were the target sector. The results demonstrated that accessibility, cost, and a good web presence influenced hospital marketing for medical tourism. Furthermore, the characteristics of safety and security and effective advertising enhance trust. Moreover, patient satisfaction is critical to reduce the divide between service standards and BI, which emphasises the necessity of prioritising patients in medical facilities. Nevertheless, the findings were time-sensitive and not adjusted for healthcare tourism sector alterations or customer habit variations over time.
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How to Cite
Fook, T. N., Peng, L. M., & Mun, Y. W. (2024). Hospital brand image and trust leading towards patient satisfaction: medical tourists’ behavioural intention in Malaysia. Healthcare in Low-Resource Settings, 12(2). https://doi.org/10.4081/hls.2024.12276
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