Interrelations of service quality and service loyalty dimensions in medical tourism

Bikash Ranjan Debata (Department of Marketing, Rourkela Institute of Management Studies, Rourkela, India)
Bhaswati Patnaik (Department of Humanities and Social Sciences, National Institute of Technology Rourkela, Rourkela, India)
Siba Sankar Mahapatra (Department of Mechanical Engineering, National Institute of Technology, Rourkela, India)
Kumar Sree (Department of Marketing, Rourkela Institute of Management Studies, Rourkela, India)

Benchmarking: An International Journal

ISSN: 1463-5771

Publication date: 2 February 2015

Abstract

Purpose

The purpose of this paper is to identify the dimensions of service quality as well as of service loyalty in the context of medical tourism. It seeks to demonstrate the conceptualization of medical tourism service loyalty (MTSL) construct. This research also attempts to examine the effect of service quality dimensions on service loyalty dimensions of medical tourism.

Design/methodology/approach

The dimensions of service quality as well as of service loyalty are identified using an exploratory factor analysis. Next, the reliability and validity of the quality factors and loyalty factors are established through confirmatory factor analysis using AMOS 18.0 version. The related hypotheses are tested using structural equation modeling (SEM).

Findings

The paper identifies eight-factor construct for medical tourism service quality and three-factor construct for MTSL. It is found that the treatment satisfaction dimension of service quality has positive and significant impact on MTSL. It is also observed that, overall, medical tourism service quality has positive impact on MTSL.

Practical implications

These dimensions of service quality should be viewed as the levers of improving perceived service quality with respect to medical tourism. Examining the service quality dimensions’ impact on customer loyalty for medical tourism sector can offer the industry valuable insights regarding which aspects of the service to focus on in order to improve medical tourist’s satisfaction and loyalty toward the firms.

Originality/value

This paper introduces the concept of service quality and service loyalty in medical tourism sector. In conceptualizing MTSL, the authors propose an integration of behavioral measures, attitudinal measures and cognitive measures. The interrelationship between the service quality construct and medical loyalty construct was established using SEM. This is useful for the healthcare manager to measure the medical tourist’s perceptions of service quality on these dimensions as related to medical tourism performance.

Keywords

Citation

Debata, B., Patnaik, B., Mahapatra, S. and Sree, K. (2015), "Interrelations of service quality and service loyalty dimensions in medical tourism", Benchmarking: An International Journal, Vol. 22 No. 1, pp. 18-55. https://doi.org/10.1108/BIJ-04-2013-0036

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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