Volume No. :   1

Issue No. :  2

Year :  2010

ISSN Print :  0976-495X

ISSN Online :  2321-5763


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Implications of Service Quality Model for Medical tourism in India

Address:   Akhila R. Udupa1* and G. Kotreshwar2
1Senior Lecturer, MBA, Seshadripuram Institute of Management Studies, Yelahanka New Town, Bangalore – 560064
2Dean, Department of Studies in Commerce, Manasagangotri, University of Mysore, Mysore – 570 006
*Corresponding Author

“Medical Tourism”, refers to the increasing tendency among people from the UK, the USA and many other third world countries, where medical services are either very expensive or not available, to leave their countries in search for more affordable health options, often packaged with tourist attractions (Rao, 2006)1. Medical tourism is an industry which combines two closely related services, like, medical treatment and tourism (RNCOS,2007) 2. This is a booming industry in countries like, India, Singapore, Thailand, Malaysia, Australia, Srilanka, etc. SERVQUAL model developed by Parasuraman, Zeithaml and Berry has high implications for Medical Tourism as it highlights the main requirements for delivering high service quality. As customer is the king, creating “customer delight” to the foreign medical tourist by providing the quality service by reducing the customer expectation gaps is a challenge for medical tourism providers. The application of SERVQUAL model is handy to enable a hospital engaged in Medical Tourism to deliver superior quality service resulting in customer satisfaction amidst competition. This can also be effective for creating customer loyalty and brand building.
This paper seeks to study the advantages of applying SERVQUAL model by various hospitals which are engaged in Medical Tourism in India. Some service delivery and marketing strategies by using the SERVQUAL model are discussed to enhance superior service delivery by medical tourism providers.
Akhila R. Udupa, G. Kotreshwar. Implications of Service Quality Model for Medical tourism in India. Asian J. Management 1(2): Oct. – Dec. 2010 page 65-68.
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