What is it about?
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 image, perceived service quality, patient satisfaction and behavioral intention.
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Why is it important?
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.
Perspectives
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.
Dr. Tat Huei Cham
Read the Original
This page is a summary of: Antecedents of hospital brand image and the relationships with medical tourists’ behavioral intention, International Journal of Pharmaceutical and Healthcare Marketing, November 2016, Emerald,
DOI: 10.1108/ijphm-02-2016-0012.
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