Growing competition in the healthcare tourism market and customer retention in medical clinics: New and experienced travellers

Han Heesup; Hwang Jinsoo

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Growing competition in the healthcare tourism market and customer retention in medical clinics: New and experienced travellers

机译：医疗旅游市场的竞争日益激烈，客户在医疗诊所中的保留率：新老游客

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This research sought to investigate international medical travellers' post-purchase decision-making process by utilizing key concepts in medical tourism (i.e. medical product quality, effective communication, satisfaction, switching costs, and past experience [first-time vs. repeat experiences]). A visitor survey was conducted at medical clinics. Results of the structural model generally supported the proposed relationships among study variables. The role of study variables in generating revisit intention was found to differ significantly between new and repeat customers, and the strength of the proposed relationships was generally greater in the repeater group than in the first-timer group. This study also identified the mediating impact of satisfaction and switching costs. Additionally, the prominent role of satisfaction in the proposed theoretical framework was identified. The results of a structural-model comparison also revealed that a quality-satisfaction linkage was stronger than its alternative ordering in the proposed framework. Overall, this study provides great insight into medical travellers' post-purchase behaviours.

机译：这项研究试图通过利用医疗旅游中的关键概念（即医疗产品质量，有效的沟通，满意度，转换成本和过去的经验[第一次与重复的经历]）来调查国际医疗旅行者的购买后决策过程。。在医疗诊所进行了访问者调查。结构模型的结果通常支持研究变量之间的建议关系。发现新顾客和回头客之间研究变量在产生重访意向中的作用显着不同，并且与直发人组相比，与直人组相比，拟议关系的强度通常更大。这项研究还确定了满意度和转换成本的中介影响。另外，确定了满意度在提出的理论框架中的突出作用。结构模型比较的结果还显示，在建议的框架中，质量满意度链接比其替代排序要强。总的来说，这项研究为医疗旅行者的购买后行为提供了深刻的见解。

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来源
《Current issues in tourism》 |2018年第6期|680-702|共23页
作者
Han Heesup; Hwang Jinsoo;
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作者单位

Sejong Univ, Coll Hospitality & Tourism Management, 98 Gunja Dong, Seoul 143747, South Korea;

Dongseo Univ, Div Tourism, 47 Jurye Ro, Busan 617716, South Korea;

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原文格式 PDF
正文语种 eng
中图分类
关键词
effective communication; medical product quality; switching costs; retention; new and repeat customers;

机译：有效的沟通;医疗产品质量;转换成本;保留;新客户和回头客;

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专利

1. Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness [J] . Heesup Han, Sunghyup Sean Hyun Tourism management . 2015,第feba期

机译：医疗旅游业中的客户保留：质量，满意度，信任和价格合理性的影响
2. Exploring the Impact of Switching Costs on Customer Retention in the Technology Standard Competition Market [J] . Yong Zhang, Xi Chen, Yuhong Zhao, Journal of Service Science and Management . 2014,第4期

机译：探索转换成本对技术标准竞争市场中客户保留的影响
3. Health tourism in a developed country with a dominant tourism market: the case of the United States' travellers to Canada [J] . Salehi-Esfahani Saba, Ridderstaat Jorge, Ozturk Ahmet Bulent Current issues in tourism . 2021,第1a6期

机译：一个带有主导旅游市场的发达国家的卫生旅游：美国的旅行者到加拿大的案例
4. Ahead of competition: Building markets as competition grows [C] . Stephen Millar National Outlook Conference . 2000

机译：提前竞争：建筑市场随着竞争的增长
5. Patient retention at key milestones after HIV diagnosis at a primary healthcare clinic offering early antiretroviral therapy initiation in Johannesburg, South Africa. [D] . Clouse, Kate. 2012

机译：在南非约翰内斯堡，一家提供初级抗逆转录病毒治疗的初级保健诊所诊断出艾滋病病毒后，将患者留在关键的里程碑。
6. Canadian medical tourism companies that have exited the marketplace: Content analysis of websites used to market transnational medical travel [O] . Leigh Turner 2011

机译：退出市场的加拿大医疗旅游公司：用于营销跨国医疗旅行的网站的内容分析
7. La banalisation du luxe (Democratization of luxury) Abstract : La plupart des achats pratiqués sont effectués par des clients occasionnels, ce qui a conduit les entreprises à s’adapter par une nouvelle stratégie. En effet, suite à l’intensification de la concurrence et à la concentration du secteur qui engendrent une contrainte de rentabilité immédiate, mais aussi en raison des impératifs nouveaux du marché, les maisons de luxe se voient obligées d’élargir leur offre afin d’ajouter à une clientèle dite traditionnelle une clientèle plus vaste. Dès lors, le secteur du luxe est progressivement passé d’une logique d’offre où seul un nombre restreint de personnes était ciblé, à une politique d’offre où des professionnels du marketing étudient la demande du marché afin d’orienter la production des biens vers un marché de masse. La banalisation est une problématique capitale et décisive car les maisons de luxe doivent préserver leur image de marque tout en élargissant leur clientèle : elles s’efforcent de créer et de pérenniser leurs marques, sans jamais oublier qu’une marque ne peut pas s’associer à n’importe quel objet, sous peine de menacer l’ensemble de ses représentations. Par conséquent, chaque nouveau produit présente un risque pour la gamme toute entière, d’où le risque d’une erreur stratégique par le choix de la banalisation. Le danger est de voir la clientèle aisée se tourner vers d’autres grands noms pratiquant toujours cet esprit d’élitisme qui caractérise le « luxe ». The luxury market is no longer reserved for an elite as its evolution over the last fifteen years clearly indicates. Luxury goods companies have been forced to adapt and resort to new strategies to take into account the fact that most purchases are now made by occasional clients. The keen competition and the on-going concentration in that sector – with the resulting short term profitability constraints - together with the new market conditions, have forced luxury goods companies to broaden their offer so as to add new customers to their traditional base. As a consequence, the luxury market has progressively moved away from an offer-driven logic – targeting a small number of people – in favor of an offer-based policy with marketing professionals studying market demand so as to direct the production of goods towards mass production. The democratization of luxury constitutes a major challenge for those companies which must preserve their image while broadening their customer base: they now strive to create and perpetuate their brand image, without ever forgetting that a brand cannot be associated to just any object, as this might constitute a threat to all its brand representations. Thus every new product constitutes a real threat to the whole range and there is a risk of making a strategic mistake by appealing to the mass market; and there is also a clear danger of seeing affluent customers turn to other great names that still foster this ‘elite spirit’ that characterizes « luxury ». [O] . Eric Vernier, Pierre Ghewy 100

机译：奢侈品的平庸化（奢侈品民主化）摘要：大多数购买都是由休闲客户制作的，这导致公司采用新战略。事实上，随着竞争的加剧和行业的集中导致了盈利的直接制约，而且由于市场的新要求，奢侈品公司被迫扩大其报价以便为所谓的传统客户增加一个更大的客户群。从那时起，奢侈品行业逐渐从以供应为导向的方式转变为只有少数人被定为供应方政策，营销人员正在研究市场需求以指导产品生产。货物进入大众市场。平庸化是一个至关重要且决定性的问题，因为豪宅必须保持其品牌形象，同时扩大其客户群：他们努力创造和延续其品牌，永远不要忘记一个品牌无法联想到在任何威胁他所有陈述的痛苦之下。因此，每个新产品都会带来整个色域的风险，因此通过选择平凡化就会产生战略错误的风险。危险的是看到富有的顾客转向其他仍在实践“豪华”特征的精英主义精神。奢侈品市场不会超过过去15年。奢侈品公司被迫采用新策略来充分利用其客户。由于市场领先的条件，激烈的竞争和该行业的持续集中迫使他们扩大了市场基础。因此，奢侈品市场已经从针对少数人的以报价驱动的逻辑向前发展 - 转而采用基于报价的政策与营销专业人士。对于那些必须在扩大客户群的同时保持形象的公司来说，奢侈品的民主化是一项重大挑战。对其所有品牌代表构成威胁。因此，每一种新产品都会对市场构成威胁，并且有可能通过吸引大众市场来制造战略错误;看到人们涌向那种“奢侈”的精神精神，也存在明显的危险。

Growing competition in the healthcare tourism market and customer retention in medical clinics: New and experienced travellers

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