Publication:
Comparing country-of-origin image (Coi) between trust dimension and purchase intention in dental tourism

dc.contributor.authorPapon Chongthanavaniten_US
dc.contributor.authorSung Kyum Choen_US
dc.contributor.authorNarumol C. Mamanien_US
dc.contributor.authorJantima Kheokaoen_US
dc.contributor.otherUniversity of the Thai Chamber of Commerceen_US
dc.contributor.otherChungnam National Universityen_US
dc.contributor.otherMahidol Universityen_US
dc.date.accessioned2022-08-04T08:01:54Z
dc.date.available2022-08-04T08:01:54Z
dc.date.issued2021-04-27en_US
dc.description.abstractThe development of a country makes a difference in people’s perception of country-of-origin image (COI). As a result, consumers make different evaluations on services from different countries. For developing countries, it is more difficult to promote the dental tourism industry than developed countries. This experimental study demonstrates the comparison of COI between trust dimension and purchase intension in dental tourism. 65 participants were randomized and separated into three groups: Singapore, Thailand and India. Independent samples t-tests were performed in order to gain more understanding in the trust dimension and customers’ purchase intension. The findings indicate that human factor has the highest impaction on respondents’ trust in the quality of services in a country followed by process, facilities, and brand of organization. For developing countries with a low COI, if we create a strategy to increase trust in professional service quality by giving service providers’ information such as human factor, processes, facilities, branding of organization, we can increase customers’ purchase intention in dental tourism industry.en_US
dc.identifier.citationThammasat Review. Vol.24, No.1 (2021), 197-213en_US
dc.identifier.doi10.14456/tureview.2021.9en_US
dc.identifier.issn26300303en_US
dc.identifier.issn08595747en_US
dc.identifier.other2-s2.0-85119921958en_US
dc.identifier.urihttps://repository.li.mahidol.ac.th/handle/20.500.14594/75848
dc.rightsMahidol Universityen_US
dc.rights.holderSCOPUSen_US
dc.source.urihttps://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85119921958&origin=inwarden_US
dc.subjectArts and Humanitiesen_US
dc.subjectSocial Sciencesen_US
dc.titleComparing country-of-origin image (Coi) between trust dimension and purchase intention in dental tourismen_US
dc.typeArticleen_US
dspace.entity.typePublication
mu.datasource.scopushttps://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85119921958&origin=inwarden_US

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