URAM-Marketing

Unité de Recherche et d'Applications en Marketing

An exploratory study of Tourist-patient satisfaction and behavioral intentions in medical tourism: Post-hoc segmentation


Abstract:

Cette étude explore l’influence de la qualité perçue du médecin et la valeur perçue du prix sur la satisfaction du touriste-patient et ses intentions de comportement envers une destination médicale. Le modèle proposé est analysé par l’approche PLS des équations structurelles. Celle-ci étant adaptée aux échantillons de petite taille et n’exige pas la normalité des données. Les résultats obtenus au niveau du modèle global montrent l’existence d’une hétérogénéité dans les réponses obtenus. Par conséquent une analyse par REBUS-PLS a été effectuée afin de détecter les éventuels segments latents. Les résultats de cette recherche apportent un éclairage nouveau sur le comportement post-consommation du touriste-patient. Ils sont discutés à la fin de cet article ainsi que leurs implications théoriques et managériales.

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