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Article

Cuong Quoc Nguyen, Phuoc Tran and Minh Nguyen

The purpose of this study is to assess the factors that motivate young people’s intention to undergo cosmetic surgery in Vietnam.

Abstract

Purpose

The purpose of this study is to assess the factors that motivate young people’s intention to undergo cosmetic surgery in Vietnam.

Design/methodology/approach

This study applies Ajzen’s theory of planned behavior as a research model. The study is based on a quantitative method that applied exploratory factor analysis.

Findings

In total, 412 valid responses are used for the statistical analysis. The results confirm that subjective norm (SN), attitude toward cosmetic surgery and perceived behavioral control (PBC) are the main factors that motivate young people’s intention to undergo cosmetic surgery.

Originality/value

The results show the positive relationship between attitude toward cosmetic surgery, SN, PBC and intention to undergo cosmetic surgery in Vietnam.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 14 no. 3
Type: Research Article
ISSN: 1750-6123

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Article

Borut Milfelner, Tanja Vidergar Kikel, Damijan Mumel and Aleksandra Pisnik

The purpose of this paper is to measure attitudes towards cosmetic surgery services among women and to determine the potential segments of women according to their…

Abstract

Purpose

The purpose of this paper is to measure attitudes towards cosmetic surgery services among women and to determine the potential segments of women according to their attitudes towards cosmetic surgery services and discover the main differences among them.

Design/methodology/approach

The research was implemented on a sample of 258 women in Slovenia. A quota sample was chosen for this research following the age characteristics of the Slovenian female population. The data collection method used was personal interviews. Convergent validity for the attitudes towards cosmetic surgery services was assessed with exploratory factor analysis. The segmentation analysis procedure was implemented in two phases. First, hierarchical clustering with Ward’s method was deployed, and in the second step K-means cluster analysis was used.

Findings

The results show that four clusters were clearly distinctive according to three dimensions, namely, intrapersonal, social and consider component. In further analysis, four segments of women were analysed regarding the fear of ageing, the importance of appearance, body image and self-esteem. Results show that all four segments are unique and distinguish one from another.

Practical implications

Through segmentation analysis, authors of this study indicate two segments (target groups) that are possibly interesting for providers of cosmetic services. Marketing communication activities should mainly be focussed on the woman’s appearance.

Originality/value

Based on a theoretical hypothesis and use a quantitative method, the aim of this paper is to provide a deeper analysis and understanding of attitudes and views of different woman profile regarding cosmetic surgeries. It presents a more structured view on differences that exist among segments of female consumers while also adding new insights into the factors that influence attitudes towards cosmetic procedures.

Details

International Journal of Retail & Distribution Management, vol. 45 no. 5
Type: Research Article
ISSN: 0959-0552

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Article

Roy Langer and Suzanne C. Beckman

This paper discusses how netnography can be applied in order to conduct covert research on sensitive research topics. An analysis of a Danish internet message board on…

Abstract

Purpose

This paper discusses how netnography can be applied in order to conduct covert research on sensitive research topics. An analysis of a Danish internet message board on cosmetic surgery illustrates suggestions concerning modifications of netnography guidelines.

Design/methodology/approach

Owing to the relevance of studying sensitive research topics – in particular when access to informants is difficult – netnography has been applied in an analysis of cross consumer online‐communication about cosmetic surgery on a Danish internet message board. Methodological stages and procedures including entreé, data collection, analysis and interpretation have been followed. In terms of research ethics and member checks, however, the suggested guidelines have been modified.

Findings

Empirical findings verify that consumers use internet message boards in order to exchange information and advice about cosmetic surgery. Especially the opportunity to masquerade and to cover their identities allows them to express attitudes, opinions, and experiences freely – and hence to study these in order gain deeper insights into consumption motives, concerns, and experiences.

Originality/value

The paper suggests that netnography is a suitable methodology for the study of sensitive research topics, enabling the researcher in an unobtrusive and covert way to gain deeper insights into consumers' opinions, motives, and concerns. Based on a discussion of netnography's position in between discourse analysis, content analysis and ethnography, it is argued for the legitimacy of covert research, including a revision of existing guidelines for research ethics with regard to informed consent when conducting netnography.

Details

Qualitative Market Research: An International Journal, vol. 8 no. 2
Type: Research Article
ISSN: 1352-2752

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Article

Aphrodite Vlahos and Liliana L. Bove

The purpose of this paper is to investigate how customer relationship marketing (CRM) activities are utilized by plastic surgery providers to encourage the sale of…

Abstract

Purpose

The purpose of this paper is to investigate how customer relationship marketing (CRM) activities are utilized by plastic surgery providers to encourage the sale of non-surgical cosmetic procedures (such as Botox). These procedures are considered to be an important gateway for future, more invasive (and profitable) services. As a result, the techniques used to build relationships with clients may be unethical, as they prioritize increased financial performance and profitability over customer well-being.

Design/methodology/approach

Conceptual models are presented that compare and contrast the CRM activities, mediators and expected outcomes for plastic surgery providers, motivated primarily by profit, with those primarily motivated by mutual betterment.

Findings

It is suggested that when accompanied by sales promotions, problem augmentation – an approach used by plastic surgeons to broaden the scope of a patient’s aesthetic problem to other areas of concern – may generate increased sales in the short term, but reduce the opportunity of positive word-of-mouth to recruit new clients.

Originality/value

This paper applies relationship marketing to a novel context to demonstrate how practices to retain and improve clients may harm their well-being and commoditize the service, unless mutual betterment is a key objective.

Details

Marketing Intelligence & Planning, vol. 34 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

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Article

Anita Medhekar, Ho Yin Wong and John Edward Hall

The purpose of this paper is to explore the demand-side factors that influence the inbound medical tourists’ (MTs) decision to travel abroad for medical treatment/surgery.

Abstract

Purpose

The purpose of this paper is to explore the demand-side factors that influence the inbound medical tourists’ (MTs) decision to travel abroad for medical treatment/surgery.

Design/methodology/approach

The researchers conducted thematic analysis of in-depth interviews in India with 24 foreign MTs’ to generate the themes, identify factors and propose a model with hypothesis for future quantitative survey.

Findings

The findings conclude that patients ranked in ascending order less waiting time for surgery, healthcare quality and accreditation, staff/surgeons expertise, healthcare information, hospital facilities and services, patient safety, travel risk, surgical costs and holiday opportunity as important factors that influence the decision to travel abroad for medical treatment/surgery.

Research limitations/implications

Foreign patients from six private hospitals were willing to be interviewed with the permission of the hospital. Due to confidentiality and privacy policy, many hospitals declined interviews with foreign patients.

Practical implications

The findings are generalised in case of foreign patients as MTs and all private hospitals treating foreign patients in India and other global healthcare destinations. Policy implications suggest that private hospitals in developing countries need to provide first-class quality of healthcare as foreign patients look for internationally accredited quality, no waiting time, patient safety, qualified and experienced surgeons, healthcare workers education and experience hospital facilities and post-surgery care with positive healthcare outcomes.

Originality/value

There is little empirical research on the views of inbound MTs, about factors influencing their decision to travel abroad for surgery to India.

Details

Journal of Health Organization and Management, vol. 33 no. 2
Type: Research Article
ISSN: 1477-7266

Keywords

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Article

Neil Lunt and Percivil Carrera

A key driver in the medical tourism phenomenon is the platform provided by the internet for gaining access to healthcare information and advertising. Given the pivotal…

Abstract

Purpose

A key driver in the medical tourism phenomenon is the platform provided by the internet for gaining access to healthcare information and advertising. Given the pivotal role of web‐based resources, there are important questions about their role and function including: the availability and types of information provided; information provenance and reliability; and privacy protection. This paper aims to address these questions.

Design/methodology/approach

The paper provides the first systematic review of medical tourism sites, interrogating them for the range and quality of advice on seeking care.

Findings

A typology of sites (industry, media, professional, and consumer sites) was identified and quantitative and qualitative assessment tools were used to explore the content of information and materials.

Originality/value

In light of this review, the paper comments on the nature of medical tourism information available and the extent to which information asymmetry – rife in the market for healthcare – is alleviated allowing for the better functioning of the market for medical tourism.

Details

Tourism Review, vol. 66 no. 1/2
Type: Research Article
ISSN: 1660-5373

Keywords

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Book part

Rodrigo Murillo

This chapter analyzes the tourism industry from national and regional perspectives, in order to understand the past and current trends in Costa Rica’s positioning and…

Abstract

This chapter analyzes the tourism industry from national and regional perspectives, in order to understand the past and current trends in Costa Rica’s positioning and branding attributes and strategies for tourism development. The intent here is not to provide an exhaustive comprehensive literature review of academic research on country branding; and so it is by all means a case study as it describes the evolution of the tourism industry in Costa Rica – including the transformative stages the country went through since the 1980s – as planned tourism national management programs evolved toward reaching the target of creating a nature-based tourism brand. The medical industry and then medical tourism industries are analyzed in a global basis and the US market is examined in detail because of its potential to develop a new complementary niche for Costa Rica’s tourism industry. The chapter intends to asses Costa Rica’s potential to become a country brand in medical tourism, leveraged on its natural tourism destination branding status quo.

Details

Tourists’ Perceptions and Assessments
Type: Book
ISBN: 978-1-78350-618-7

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Article

Loick Menvielle, William Menvielle and Nadine Tournois

The present study aims to use the qualitative approach of soft laddering to gather insight into both risk perception and subsequent marketing strategies of medical…

Abstract

Purpose

The present study aims to use the qualitative approach of soft laddering to gather insight into both risk perception and subsequent marketing strategies of medical tourism. Medical tourism has recently started to spark interest of marketing researchers and has been a frequently discussed topic by both journalists and physicians. Nevertheless, there are only few marketing studies offering in-depth research on the phenomenon of medical tourism. In the present article, we will concentrate on the central notion of risk inherent to any medical procedure and a fortiori to surgery in the so-called Third World countries. Because medical tourism is a product to be sold to costumers, the perceived risk needs to be dealt with on the marketing level.

Design/methodology/approach

In the present study, the qualitative approach of soft laddering was used with 23 participants from France and 22 participants from Quebec to gather insight into both risk perception and subsequent marketing strategies of medical tourism.

Findings

The results show significant differences in consumer behavior between the two nationalities involved. We will see how these differences are related to underlying values as well as different reasons and constraints to purchase.

Practical implications

The results could help developed countries’ government to implement health policy.

Originality/value

Qualitative research does not often use soft laddering, which was used in this paper. Moreover, this qualitative approach has some advantages as the number of chains, as well as the frequencies of selection and the diversity of elements quoted by consumers (kinds of risks, values and consequences of the choices made).

Details

Qualitative Market Research: An International Journal, vol. 17 no. 3
Type: Research Article
ISSN: 1352-2752

Keywords

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Article

Kathryn Flynn

The purpose of this article is to explore financial fraud in the private health insurance sector in Australia. Fraud in this sector has commonalities to other countries…

Abstract

Purpose

The purpose of this article is to explore financial fraud in the private health insurance sector in Australia. Fraud in this sector has commonalities to other countries with similar health systems but in Australia it has garnered some unique characteristics. This article sheds light on these features, especially the fraught relationship between the private health funds and the public health insurance agency, Medicare and the problematic impact of the Privacy Act on fraud detection and financial recovery.

Design/methodology/approach

A qualitative methodological approach was used, and interviews were conducted with fraud managers from Australia’s largest private health insurance funds and experts in fields connected to health fraud detection.

Findings

All funds reported a need for more technological resources and higher staffing levels to manage fraud. Inadequate resourcing has the predictable outcome of a low detection and recovery rate. The fund managers had differing approaches to recovery action and this ranged from police action, the use of debt recovery agencies, to derecognition from the health fund. As for present and future harm to the industry, the funds found on-line claiming platforms a major threat to the integrity of their insurance system. In addition, they all viewed the Privacy Act as an impediment to managing fraud against their organizations and they desired that there be greater information sharing between themselves and Medicare.

Originality/value

This paper contributes to the knowledge of financial fraud in the private health insurance sector in Australia.

Details

Journal of Financial Crime, vol. 23 no. 1
Type: Research Article
ISSN: 1359-0790

Keywords

Abstract

Details

Understanding Industry 4.0: AI, the Internet of Things, and the Future of Work
Type: Book
ISBN: 978-1-78973-312-9

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