Objective – This paper aims to examine the importance of brand image, and its impact on hospital service quality as perceived by the medical tourists. Moreover, this paper also evaluates the interrelationships among perceived service quality, patient satisfaction, and behavioural...

Medical tourism, where patients travel away from home to seek medical treatments, has grown rapidly over the past decade. Its rapid growth has attracted the attention of both the public and private sectors- the government and hospitals. The growth of medical tourism has led to the rising number...