The Role Of Word Of Mouth Communication And Customer Emotion Of Indonesian Patients On Their Purchasing Behaviour In Malaysian Healthcare Services
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Date
2018-09
Authors
Hazmanan Khair
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
Healthcare service is one of sector that influence nation revenue. One of the factors that influence consumer behaviour to undergo medical treatment in international healthcare service is word-of-mouth communication. This study examines the role of word-of-mouth communication whether offline or online that affect Indonesians to undergo medical treatment in Malaysian healthcare services. This study also examines the behaviour of Indonesian patients who had undergone medical treatment in Malaysia. This study includes customer emotions mediated between word-of-mouth communication and purchase behaviour. The analysis of 401 patients from Indonesia who had undergone medical treatment in Malaysian hospitals was conducted using SPSS. Based on the findings, type of social relation such as family and close friends are the greatest source of information in affecting Indonesians to undergo medical treatment in Malaysian healthcare industry, followed by the frequency of social contact and several other factors. The study also found that source expertise is not the main information source to undergo medical treatments in Malaysia healthcare industry. In addition, this study found that intensity and content of online word-of-mouth are good methods to collect information regarding medical treatment in Malaysia healthcare services. This implies that Indonesians would gather information regarding Malaysian medical treatment through online media intensively and should know the information source. Furthermore, customer emotion has a significant mediating impact on the relationship between source expertise and purchase behaviour. In addition, customer emotion has a significant mediating impact on the relationship between intensity, valence, content and purchase behaviour. This study provides several recommendations for future research and also subjected to some limitations.
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Keywords
Medical care , Behaviorism (Psychology)