The Service Value Model of Medical Tourism: An Empirical Study of Low Invasive Treatments

This study explores the issue of medical tourism in Taiwan, and develops a service value model by integrating the perspectives of both medical institutions and individuals. This study starts with expert interviews, and the opinions thus obtained are then used to develop the research hypotheses and carries out a quantitative empirical study. The findings indicate that service quality, credibility and image of medical institution are three antecedents to enhance customer perceptions of service value with regard to medical travel. Attitude, satisfaction with medical tourism and post-purchase behavioral intention are three consequences of service value. The results suggest that the service value model developed in this study can help explain the complex behaviors associated with medical tourism.