The Effect of Service Quality of Medical Tourism on Perceived Value, Satisfaction, and Word of Mouth - Chinese Customers Perspective -

This research is conducted to investigate the effects that different types of service quality have on perceived value, satisfaction and word of mouth (WOM) for Chinese cosmetic surgery consumers in South Korea. This study models the relationships among service quality, perceived value, customer satisfaction, and word of mouth. The study further subcategorizes service quality service into three dimensions and determines that each dimension has differing levels of effects on satisfaction and perceived value. The results of this study indicate that satisfaction and perceived value have a direct effect on positive word of mouth, but satisfaction has a relatively higher net influence. The practical implications of the results of this research can be used by the medical tourism industry to establish promotion strategies for attracting Chinese patients. Hospitals can use the results to improve their operations for specific qualities or to customize their marketing approach. One result of the study indicates that improving communication with Chinese customers would directly lead to both satisfaction and perceived value, and thus positive word of mouth. Hospitals should thus focus on advertisements to consumers attempting to convey a positive image of interaction service quality. Another result of the study indicates that plastic/cosmetic surgery hospitals that cannot offer optimum interior or physical environments can focus on outcome quality to improve changes of higher perceived value. This research can assist managers in understanding how Chinese customers assess the different types of service quality experiences and be used as guidance to enhance customers’ service experiences.