Antecedents of hospital brand image and the relationships with medical tourists’ behavioral intention

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.

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