This study aims, to determine the influence of word-of-mouth communication with regards to the consumers' purchase intention on healthcare. The empirical part of the study was conducted with 430 consumers over the age of 18 living in Yozgat province. Questionnaire forms were used to obtain data, which were analyzed through SPSS 22 package software for reliability analysis, factor analysis, correlation analysis and regression analysis. It has been found that 68.1 % of the participants have recommendation on health care issue through word-of-mouth communication. It has been seen that 95.8% of participants express satisfaction and 94.7% of them express dissatisfaction on the use of health service. According to the results, references, internet and social network are the first contact tools, and medical specialists along with those who have already bought the service are the most effective source of information in regards to health service consumption. It also shows that all of the sub-dimensions of word-of-mouth communication have a positive influence on purchase intention.
Visits of people for their health caused health tourism to be created. Health tourism has a great market share in the world with a volume of 100 billion dollars. A big battle has started between companies and countries that want to get share from this market. It became necessary to be act professionally because of the competition in health tourism sector. It is very important to know the market, to determine customer requests and needs, to know the advantageous and disadvantageous of competitors and to positions itself at the correct place. It is necessary to focus on international market at health tourism process. Politicians and the government has a big role in being a destination in health tourism sector. All the factors in service process are important parts of both service quality and of branding process.
Visits of people for their health caused health tourism to be created. Health tourism has a great market share in the world with a volume of 100 billion dollars. A big battle has started between companies and countries that want to get share from this market. It became necessary to be act professionally because of the competition in health tourism sector. It is very important to know the market, to determine customer requests and needs, to know the advantageous and disadvantageous of competitors and to positions itself at the correct place. It is necessary to focus on international market at health tourism process. Politicians and the government has a big role in being a destination in health tourism sector. All the factors in service process are important parts of both service quality and of branding process.
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