Motivation and loyalty of Indonesian medical tourists toward Malaysian health services

Morissan Morissan and Gerald Goh Guan Gan
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Morissan Morissan: Faculty of Communication, Universitas Mercu Buana, Indonesia
Gerald Goh Guan Gan: Faculty of Business, Multimedia University, Malaysia

International Journal of Research in Business and Social Science (2147-4478), 2021, vol. 10, issue 6, 295-305

Abstract: This study aims to find out which factors, between the word of mouth (WoM) or marketing promotion programs (MPP), drive motivation (push and pull); to explore the influence of travel motivation toward satisfaction, and to investigate the satisfaction effect of medical tourists with loyalty. This study used a survey method by distributing questionnaires to medical tourists from Indonesia (N = 152) who have visited hospitals in Malaysia for medical care at least once. Data analysis was carried out using several statistical procedures. Firstly, a multivariate test was conducted to find out whether there is a statistically significant difference in the push and pull motives based on the influencers. Second, multiple linear regression is performed to find out the influence of push and pull variables on satisfaction. Finally, a simple linear regression is calculated to find out the influence of satisfaction on loyalty. The findings show that there is a statistically significant difference in the push and pull motives based on the influencers (WoM or MPP). The effect size of both push and pull is almost equal. The relationship between push or pull and satisfaction is also statistically significant as 41.3% of the variance in the satisfaction is explained by the push and 51.8% by pull factors. Finally, satisfaction is a significant predictor for loyalty while 90.2% of the variance in loyalty is explained by satisfaction. Key Words:Loyalty, medical tourists, hospitals, Indonesia, Malaysia

Date: 2021
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