Assessing the interrelationships between customer satisfaction, perceived value and behavioral intention among Maldivians seeking medical care within medical tourism services: Empirical evidence from the Maldives

Abstract

Empirical studies related to interrelationships between variables perceived value, customer satisfaction and behavioral intention conducted in the Maldives context and in the medical care industry is very rare. A quantitative cross-sectional study conducted in natural settings using a survey questionnaire to assess the interrelationships between above mentioned variables by utilizing a conceptual model created from three interrelationship models obtained from previous research. Data collected from willing participants across the 19 atolls resulting in a total of 385 responses obtained after data cleaning. A stratified proportionate random sampling method used. SPSS 25.00 and AMOS 23.00 used as analysis tools. The Sobel test applied to analyze the mediating effect of customer satisfaction on the relationship between perceived value and behavioral intention which confirmed a positive and significant relationship between perceived value, customer satisfaction and behavioral intention. Study rejected the hypothesis which test the mediation of customer satisfaction on the relationship between perceived value and behavioral intention. This study is first of its kind to generalize findings on Maldivian’s medical seeking behavior, and results helps policymakers, medical practitioners, medical institutions, and respective administrations to provide better customer perceived value towards providing higher customer satisfaction, which in effect improve customer behavioral intention towards medical care service providers.