{"_buckets": {"deposit": "7d1a555e-1522-4941-96ae-dcc1b4d3c7b3"}, "_deposit": {"created_by": 20, "id": "8200", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "8200"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00008200", "sets": ["1582963436320"]}, "author_link": [], "control_number": "8200", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Hospital Brand Image, Perceived Service Quality and Satisfaction of Medical  Tourists (Aung Ko Ko,  2022)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The study aims to examine the factors influencing the brand image in medical \ntourism, to analyze the influence of brand image on perceived service quality, to examine \nthe effect of perceived service quality on patient satisfaction and to analyze the effect of \npatient satisfaction on behavioral intention. The study is conducted by using structured \nquestionnaire on 267 respondents, 10 percent out of 2670 total population went to \nBangkok, Thailand for medical treatment and healthcare procedures. Simple random \nsampling method is used to select the respondents from four selected representative \noffices of Thailand’s hospitals in Yangon, Myanmar. The study applies analytical\nmethods, including multiple linear regression. Based on the data analysis, the factors, \nnamely hospital-created social media, user-generated social media, word-of-mouth \ncommunication have the influencing effect on the hospital brand image. The hospital \nbrand image has the positive effect on perceived service quality. And, perceived service \nquality has the influencing effect on the patient satisfaction. Finally, patient satisfaction \nhas the significant effect on behavioral intention of the patients to revisit or recommend \nthe others. The marketers should emphasize on the social awareness of their services by \ndistributing into various international markets, to increase patient’s health knowledge, \nadvanced health technologies, cost and effectives. Most importantly, the hospitals should \nhave to build a team for building a strong brand, supporting the patients in their before, \nduring and after treatment processes properly, so that the patients are satisfied and revisit\nor recommend the others is a wise decision for their healthcare."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2022-07-10"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Aung Ko Ko,EMBAII-26, Bt.17.pdf", "filesize": [{"value": "756 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 756000.0, "url": {"url": "https://meral.edu.mm/record/8200/files/Aung Ko Ko,EMBAII-26, Bt.17.pdf"}, "version_id": "37d307ac-088a-46cb-925d-918d51741056"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Hla Hla Mon"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Aung Ko Ko"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Other"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Thesis"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2022-04-01"}, "item_title": "Hospital Brand Image, Perceived Service Quality and Satisfaction of Medical  Tourists (Aung Ko Ko,  2022)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1582965660463"], "permalink_uri": "https://meral.edu.mm/records/8200", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2022-07-10"}, "publish_date": "2022-07-10", "publish_status": "0", "recid": "8200", "relation": {}, "relation_version_is_last": true, "title": ["Hospital Brand Image, Perceived Service Quality and Satisfaction of Medical  Tourists (Aung Ko Ko,  2022)"], "weko_shared_id": -1}