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Article
Publication date: 3 June 2020

Tat Huei Cham, Boon Liat Cheng, Mei Peng Low and Jason Boon Chuan Cheok

Following promising growth of the international medical tourism industry, competitions within the global market have escalated tremendously with increased involvement by…

Abstract

Purpose

Following promising growth of the international medical tourism industry, competitions within the global market have escalated tremendously with increased involvement by numerous healthcare providers to acquire a share of its disposable income. The brand reputation would hereby play a determining role as a competitive strategy. Specifically, this paper aims to investigate the impact of social and marketing aspects on the brand image of medical tourism-based hospitals, alongside its relationship toward service quality. In turn, the influence of perceived service quality on satisfaction and the perceived value was examined, in view of further potential behavioral intention among medical tourists on healthcare providers in Malaysia.

Design/methodology/approach

The data were collected through a survey questionnaire among medical tourists, with 596 successful cases collected via 6 major private hospitals at 3 popular Malaysian medical tourism locations. Data analysis was then performed using both SPSS and Smart PLS software.

Findings

The findings from the present study acknowledged the importance of both social (e.g. social media and word-of-mouth communications) and marketing (e.g. hospital advertisement and price perception) aspects toward establishing brand image among medical tourism-based hospitals. Consequently, the brand image would influence perceived service quality among medical tourists; further entail positive impact on behavioral intention, with satisfaction and perceived value as mediators between both factors. Following PLS predict analysis confirming this model’s high predictive capability, it demonstrated close representation to actual medical tourism scenario in Malaysia.

Originality/value

This study is one of the very few studies that explored the minimally investigated territory on the consequential importance of hospital branding within the medical tourism industry; specifically through extending the literature on the influence of social and marketing efforts toward the formation of brand image.

Details

European Business Review, vol. 33 no. 1
Type: Research Article
ISSN: 0955-534X

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Article
Publication date: 2 November 2021

Tat-Huei Cham, Jun-Hwa Cheah, Hiram Ting and Mumtaz Ali Memon

Despite being a popular topic in sports tourism research, limited studies have focused on golf tourism in relation to destination image. The present study aimed to examine…

Abstract

Purpose

Despite being a popular topic in sports tourism research, limited studies have focused on golf tourism in relation to destination image. The present study aimed to examine the impact of country-related factors on the destination image among golf tourists as well as the interrelationships between perceived service quality, perceived value, satisfaction and behavioural intention in this context in the Malaysian context. Excitement was also examined as a moderator of the relationship between satisfaction and behavioural intention.

Design/methodology/approach

Data was collected from 360 golf tourists using a self-administered questionnaire at the two largest airports (KLIA and KLIA2) in Malaysia. Data analysis was performed using the partial least squares structural equation modelling (PLS-SEM) technique.

Findings

The findings present the significance of country-related factors (i.e. accessibility, safety and security and golf course setting) in determining the image of Malaysia as a golf tourism destination. Destination image, in turn, is found to influence golf tourists' perceived service quality, perceived value and satisfaction; with both perceived service quality and perceived value acting as mediators between destination image and satisfaction. Moreover, the moderation assessment confirms that the level of excitement about golfing in Malaysia strengthens the relationship between their satisfaction and behavioural intention.

Originality/value

This study is one of the few that focuses on the consequential importance of destination image within the golf tourism setting. It highlights the mediating role of perceived service quality and perceived value as well as the moderating role of excitement in understanding the effect of destination image on satisfaction and behavioural intention of golf tourists.

Details

International Journal of Sports Marketing and Sponsorship, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 30 November 2020

Tat-Huei Cham, Boon Liat Cheng and Caryn Kar Yan Ng

The clothing industry is one of the earmarked industries in many countries following the rising demand and consumption of clothing products among millennials. Malaysia and…

Abstract

Purpose

The clothing industry is one of the earmarked industries in many countries following the rising demand and consumption of clothing products among millennials. Malaysia and Thailand are known to be promising markets for this industry in the South East Asia region. The purpose of this study is to investigate the influence of psychological and marketing factors on clothing interest among Generation Y consumers, as well as the interrelationships between self-confidence, product attitude and purchase intention. The impact of nationality was also examined as a moderator on the investigated relationships.

Design/methodology/approach

The data was collected among Generation Y consumers using a survey questionnaire, which had successfully gathered a total of 388 usable cases from the capital cities of Malaysia (Kuala Lumpur) and Thailand (Bangkok). These cities were selected for being the largest cities in its country which contain the highest number of shopping malls, offices and Generation Y population. Data analysis was then performed using both the SPSS and AMOS software.

Findings

Findings obtained acknowledged the importance of both psychological (i.e. fashion innovativeness, self-concept, fashion consciousness and need for uniqueness) and marketing (i.e. social media marketing and fashion advertisement) factors towards the clothing interest among Generation Y consumers. Consequently, clothing interest would influence their product attitude, self-confidence and purchase intention, with product attitude and self-confidence as the mediators between clothing interest and purchase intention. Multigroup analysis confirmed that there are differences between Generation Y consumers in both Malaysia and Thailand, where Thai consumers hold a stricter emphasis concerning the influence of social media marketing on clothing interest and self-confidence on purchase intention.

Originality/value

This study is one of the very few studies that explored the minimally investigated territory on the consequential importance of clothing interest within the clothing industry, specifically, through extending the literature on the influence of psychological and marketing factors towards the individuals’ clothing interest. Moreover, this study also successfully highlighted the mediation role of product attitude and self-confidence in the relationship between clothing interest and purchase intention.

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Article
Publication date: 15 December 2021

Tat-Huei Cham, Jun-Hwa Cheah, Boon-Liat Cheng and Xin-Jean Lim

Since its inception, mobile payment is rapidly gaining popularity over the years, and starting to replace traditional modes of payment. The usage of mobile payments has…

Abstract

Purpose

Since its inception, mobile payment is rapidly gaining popularity over the years, and starting to replace traditional modes of payment. The usage of mobile payments has further escalated following various precautionary measures (i.e. social distancing) in curbing the transmission of the COVID-19 outbreak. However, most of the elderlies are still sceptical about the usage of mobile payment services. The current study was set to investigate the impact of functional, psychological and risk barriers that resulted in elderlies' resistance towards using such services. The impact of stickiness to cash was also examined as a moderator on the investigated relationships.

Design/methodology/approach

Online survey questionnaires were used to collect the responses from 400 elderly consumers at the age of 60 and above. Data analysis was then performed using the SPSS and AMOS statistical software packages.

Findings

Findings obtained acknowledged the significance of functional (i.e. perceived complexity, perceived incompatibility and perceived cost), psychological (i.e. lack of trust, inertia, and technological anxiety) and risk (i.e. privacy risk, security risk, financial risk and operational risk) barriers in influencing resistance towards mobile payment services among the elderlies. Consequently, resistance would influence their attitude and non-adoption intention; with attitude as the mediator between resistance and non-adoption intention. Finally, moderation analysis also confirmed the moderating effect of stickiness to cash towards elevating the correlation between resistance and non-adoption intention.

Originality/value

This study is one of the very few studies that explored the minimally investigated territory on the consequential importance of mobile payment usage among the elderlies, specifically, through extending the literature on the impact of functional, psychological and risk barriers towards the individuals' resistance. Besides, this study also successfully contributed to existing body of knowledge by highlighting the mediating role of attitude and moderating role of stickiness to cash in the interrelationships between resistance, attitude and non-adoption intention.

Details

International Journal of Bank Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 7 November 2016

Tat Huei Cham, Yet Mee Lim, Nai Chiek Aik and Alexander Guan Meng Tay

Medical tourism is growing rapidly in the recent years in various Asian countries. The success of the hospitals engaged in medical tourism largely depends on their…

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2252

Abstract

Purpose

Medical tourism is growing rapidly in the recent years in various Asian countries. The success of the hospitals engaged in medical tourism largely depends on their abilities in maintaining the repeating customers and to attract new customers. Hence, the purpose of this study is to examine the impacts of word-of-mouth and social media on hospital brand image. It also attempts to examine the relationships between brand image, perceived service quality, patient satisfaction and behavioral intention.

Design/methodology/approach

A questionnaire survey was used to collect data from 386 medical tourists to test the proposed model. All the measurement scales adopted in this study were adapted from the existing literature. The data collected in this study were analyzed using both SPSS and structural equation modeling approach via AMOS.

Findings

The findings from the structural analysis indicated that both word-of-mouth and hospital-generated social media have a significant impact on brand image. Hospital brand image positively influences medical tourists’ perception of service quality, and their perceived service quality is significantly related to their satisfaction, which in turn, leads to their behavioral intention.

Originality/value

This study is one of the few studies that considers the importance of hospital’s brand image in influencing medical tourists’ perceptions on the quality of healthcare services that they experienced during their medical trips. This research study also raises the significance of word-of-mouth communication and social media that influence hospitals’ brand image, which has been neglected by many studies.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 10 no. 4
Type: Research Article
ISSN: 1750-6123

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Article
Publication date: 20 June 2019

Mumtaz Ali Memon, Muhammad Zeeshan Mirza, Bibiana Lim, Waheed Ali Umrani, Mohamed Ayyub Hassan, Tat Huei Cham and Khurram Shahzad

International students are considered as a huge and potentially lucrative segment for various products of the tourism industry in Malaysia. One of the tourism products is…

Abstract

Purpose

International students are considered as a huge and potentially lucrative segment for various products of the tourism industry in Malaysia. One of the tourism products is the local food they consume. The purpose of this paper is to investigate key factors that contribute to international students’ intention to consume Malay food. Drawing on the theory of planned behavior (TPB), the present study examines the impact of attitude, subject norm and perceived behavioral control (PBC) on international students’ intention to consume Malay food.

Design/methodology/approach

A quantitative approach using self-administered questionnaire was adopted. A total of 163 samples were collected from international students studying in five different Malaysian higher education institutions. A partial least squares structural equation modeling technique was used to test the hypothesized model.

Findings

The findings highlight that attitude, subject norms and PBC significantly motivate international students to consume local food. The subject norm toward consuming local food was revealed as the strongest predictor of international students’ intention to consume Malay food.

Originality/value

Although this is one of the early studies that uses the TPB in assessing the factors that influence international students’ intention to consume local food, this paper is driven by and aimed for practical consideration and thus making a significant contribution to practice. Specifically, the findings of the present study provide important implications for tourism industry practitioners to plan and implement initiatives that may promote local food among international students studying in Malaysian institutions.

Details

British Food Journal, vol. 122 no. 6
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 11 February 2019

Jun-Hwa Cheah, Hiram Ting, Tat Huei Cham and Mumtaz Ali Memon

The purpose of this paper is to assess the effect of two promotional methods, namely, celebrity endorsed advertisement and selfie promotion, on customers’ decision-making…

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3649

Abstract

Purpose

The purpose of this paper is to assess the effect of two promotional methods, namely, celebrity endorsed advertisement and selfie promotion, on customers’ decision-making processes using the AISAS model.

Design/methodology/approach

A within-subject experimental design was used to observe how young adults in Malaysia would respond to two promotional methods about a new seafood restaurant. A total of 180 responses were collected using a structured questionnaire. Data were assessed and analysed using partial least squares structural equation modelling.

Findings

The results show that while celebrity endorsed advertisement remains relevant to customer’s decision-making processes, the effect of selfie promotion is comparable to celebrity endorsement. The sequential mediation for both models is found to be significant, but the AISAS model with selfie promotion produces better in-sample prediction (model selection criteria) and out-of-sample prediction (PLSpredict) compared to celebrity endorsed advertisement, thus suggesting its better representation to reality.

Research limitations/implications

Despite being limited to young adults in Malaysia and a particular product, the study is essential to understanding the effect of celebrity endorsed advertisement and selfie promotion on decision-making processes.

Practical implications

The study provides insights into how business organisations could exploit the advancement of communication technology to encourage selfie behaviour to promote their products in an innovative and competitive manner.

Originality/value

The assessment of the effect of celebrity endorsed advertisement and selfie promotion on decision-making processes using PLSpredict and model selection criteria articulates the relevance of selfie as a promotional tool. It also provides an alternative technique for conducting model comparison research.

Details

Internet Research, vol. 29 no. 3
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 6 August 2020

Wynne Chin, Jun-Hwa Cheah, Yide Liu, Hiram Ting, Xin-Jean Lim and Tat Huei Cham

Partial least squares structural equation modeling (PLS-SEM) has become popular in the information systems (IS) field for modeling structural relationships between latent…

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1227

Abstract

Purpose

Partial least squares structural equation modeling (PLS-SEM) has become popular in the information systems (IS) field for modeling structural relationships between latent variables as measured by manifest variables. However, while researchers using PLS-SEM routinely stress the causal-predictive nature of their analyses, the model evaluation assessment relies exclusively on criteria designed to assess the path model's explanatory power. To take full advantage of the purpose of causal prediction in PLS-SEM, it is imperative for researchers to comprehend the efficacy of various quality criteria, such as traditional PLS-SEM criteria, model fit, PLSpredict, cross-validated predictive ability test (CVPAT) and model selection criteria.

Design/methodology/approach

A systematic review was conducted to understand empirical studies employing the use of the causal prediction criteria available for PLS-SEM in the database of Industrial Management and Data Systems (IMDS) and Management Information Systems Quarterly (MISQ). Furthermore, this study discusses the details of each of the procedures for the causal prediction criteria available for PLS-SEM, as well as how these criteria should be interpreted. While the focus of the paper is on demystifying the role of causal prediction modeling in PLS-SEM, the overarching aim is to compare the performance of different quality criteria and to select the appropriate causal-predictive model from a cohort of competing models in the IS field.

Findings

The study found that the traditional PLS-SEM criteria (goodness of fit (GoF) by Tenenhaus, R2 and Q2) and model fit have difficulty determining the appropriate causal-predictive model. In contrast, PLSpredict, CVPAT and model selection criteria (i.e. Bayesian information criterion (BIC), BIC weight, Geweke–Meese criterion (GM), GM weight, HQ and HQC) were found to outperform the traditional criteria in determining the appropriate causal-predictive model, because these criteria provided both in-sample and out-of-sample predictions in PLS-SEM.

Originality/value

This research substantiates the use of the PLSpredict, CVPAT and the model selection criteria (i.e. BIC, BIC weight, GM, GM weight, HQ and HQC). It provides IS researchers and practitioners with the knowledge they need to properly assess, report on and interpret PLS-SEM results when the goal is only causal prediction, thereby contributing to safeguarding the goal of using PLS-SEM in IS studies.

Details

Industrial Management & Data Systems, vol. 120 no. 12
Type: Research Article
ISSN: 0263-5577

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Article
Publication date: 26 June 2019

Xin Jean Lim, Siew Imm Ng, Francis Chuah, Tat Huei Cham and Aifa Rozali

Despite the growth of social networking websites as hybrid promotional tools, the empirical research that is currently available in explaining the consequences of…

Abstract

Purpose

Despite the growth of social networking websites as hybrid promotional tools, the empirical research that is currently available in explaining the consequences of gastronomy online reviews on ethnic food behavioural intention is limited. The purpose of this paper is to adopt a novel approach to explore Gen-Y tourists’ behavioural intention by proposing “involvement” as a mediator in improvising Wang et al.’s model. In other words, the more tourists enjoy reading gastronomy online reviews and gain benefits like inspiring taste desire, forming taste awareness and facilitating interpersonal interaction, the more they will become actively involved in searching gastronomy online reviews for ethnic food, subsequently manifesting in higher behavioural intention.

Design/methodology/approach

To test the research model, a questionnaire was developed and distributed to Gen-Y tourists in Malaysia using the purposive sampling technique. Partial least squares–structural equation modelling was applied to analyse the data collected from a sample of 748 responses.

Findings

This study provides empirical findings based on the direct relationship between gastronomy online review dimensions and the behavioural intention towards ethnic food. In addition, the indirect influence of the constructs for behavioural intention through involvement and the moderating effect of variety seeking were found. Indeed, when involvement increases as a result of reading online reviews, behavioural intention is enhanced. In fact, if the individual is a variety seeker, the behavioural intention could likewise be enhanced.

Practical implications

This paper provides suggestions and valuable insight for tourism authorities and ethnic food eateries in using gastronomy online reviews for promoting ethnic food and gastronomy tourism. For example, food eateries can motivate reviewers to include attractive and useful content by facilitating how the gastronomy reviewer retrieves information (e.g. ingredients, price, and food health value and food tradition) concerning the eatery. Additionally, rewards and incentives such as offering vouchers to reviewers in order to gain attractive and interesting reviews could be considered. Finally, the variety-seeking goal of tourists can be attained by relocating ethnic food restaurants or stalls at centralised or designated areas, where a variety of ethnic foods are conveniently accessible to tourists.

Originality/value

This paper systematically discusses how gastronomy online reviews influence the behavioural intention of tourists to taste ethnic food in the context of Malaysia. The inclusion of the mediator (involvement) and moderator (variety seeking) added a significant increment to the total variance explained in behavioural intention.

Details

British Food Journal, vol. 122 no. 6
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 24 February 2020

Xin-Jean Lim, Jun-Hwa Cheah, Tat Huei Cham, Hiram Ting and Mumtaz Ali Memon

Compulsive buying continues to be a maladaptive behavior that draws the attention of both scholars and marketers. The present study aims to investigate the determinants of…

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1792

Abstract

Purpose

Compulsive buying continues to be a maladaptive behavior that draws the attention of both scholars and marketers. The present study aims to investigate the determinants of compulsive buying, which are conceptualized as impulsive and obsessive–compulsive buying, and the mediation effect of brand attachment.

Design/methodology/approach

Using purposive sampling, a self-administered questionnaire was completed by 600 young consumers in Malaysia. Partial least squares structural equation modeling was used to test the hypothesized relationships.

Findings

The results show that materialism, utilitarian value, and brand attachment are positively related to impulsive buying, while materialism, hedonic value, and brand attachment have a positive effect on obsessive–compulsive buying. In addition, brand attachment is found to mediate the effect of materialism and utilitarian value on both compulsive buying.

Research limitations/implications

The study provides new insights into brand management literature by examining the predictors of impulsive and obsessive–compulsive buying. Moreover, brand attachment is found to be a significant mechanism that induces negative buying behavior. However, due to the growth of online shopping, future research should consider different types of retailers to provide a more comprehensive understanding of the subject matter in the modern business landscape.

Originality/value

Being one of the few studies to address both impulsive and obsessive–compulsive buying behaviors among consumers, this study highlights the essential role of brand attachment as a mediator in the contemporary setting. Moreover, the interrelationships between self-congruence, materialism, hedonic value, utilitarian value, brand attachment, and compulsive buying behavior are examined in a holistic manner.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 7
Type: Research Article
ISSN: 1355-5855

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