Publication: The impact of service quality and patient satisfaction on electronic word-of-mouth in cosmetic surgery patients in Thailand
Issued Date
2020
Resource Type
Language
eng
ISSN
2697-6285 (Online)
Rights
Mahidol University
Rights Holder(s)
Department of Public Health Administration, Faculty of Public Health, Mahidol University
Bibliographic Citation
Public Health Policy & Laws Journal. Vol.6, No.2 (Jul-Dec 2020), 399-408
Suggested Citation
Supakorn Komthong, Suthee Usathaporn, Chardsumon Prutipinyo, Nithat Sirichotiratana The impact of service quality and patient satisfaction on electronic word-of-mouth in cosmetic surgery patients in Thailand. Public Health Policy & Laws Journal. Vol.6, No.2 (Jul-Dec 2020), 399-408. Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/62066
Research Projects
Organizational Units
Authors
Journal Issue
Thesis
Title
The impact of service quality and patient satisfaction on electronic word-of-mouth in cosmetic surgery patients in Thailand
Abstract
A growing number of cosmetic surgery providers have created a fierce
competition in the industry and growing concern in advertisement ethic. Word-ofmouth
has been proven to be one of the most effective and more sustainable means to
attract new customers. This qualitative study aims to determine the direct and indirect
predictors of an electronic version of WOM (eWOM) through service quality and
patient satisfaction. The samples were 385 cosmetic surgery patients in Thailand who
answered an online questionnaire. A total of 14 outliers were excluded. Direct
predictors of eWOM include two service quality dimensions – reliability and physician
concern – and patient satisfaction. Indirect predictors of eWOM include
responsiveness, reliability, tangible, and staff concern. Physician technical skills and
interpersonal skill were the top two dimensions which affect the intensity of eWOM.
Reliability was the only dimension which directly affects both patient satisfaction and
eWOM.
A recommendation for cosmetic surgery providers is to focus on word-ofmouth
as a primary method of marketing by continuously improving the quality of
outcome and the quality of the relationship between patients and physicians. Further
recommendation for the policymaker is to engage with stakeholders as well as health
care providers to overhaul its policy on media advertisement and marketing. In order
for Thailand to be a leader in medical tourism, it needs a good advertising and marketing
strategy at a country level, but at the same time, without losing the quality and the trust
of the patients which would help generate word-of-mouth. Further study is
recommended on extrinsic factors that contribute to WOM, such as economic
incentives and social benefits.