Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness

Support for the hypothesized moderating impact of price reasonableness in the proposed theoretical model was evident in the results of the metric-invariance test and implications for theory and practice are discussed.

Abstract

Repeat business is critical to the success of medical clinics in the competitive medical tourism market. This study develops a model explaining international medical travelers' intention formation by considering the impact of quality, satisfaction, trust, and price reasonableness. A field survey was conducted at medical clinics. Findings from structural analysis indicate a good fit for the proposed model