Fertility care quality and experiential relationship marketing: a case study of mainland Chinese fertility tourists to Malaysia
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 8 January 2021
Issue publication date: 30 June 2021
Abstract
Purpose
This study examines the relationship between the dimensions of fertility care quality and the dimensions of experiential relationship marketing in fertility tourism.
Design/methodology/approach
The data used in this study were based on a sample of 532 Mainland Chinese fertility tourists who received fertility care services in eight private fertility clinics in four Malaysian states, indicating that the proposed model fitted the data.
Findings
Findings show that the dimensions of fertility care quality (professional skills, patient orientation and physical comfort) and experiential value positively influence experiential satisfaction. Additionally, experiential trust is positively influenced by both experiential satisfaction and experiential value. Also, experiential commitment is positively influenced by experiential satisfaction, experiential trust and experiential value.
Practical implications
Fertility tourism service providers could focus on refining the dimensions of fertility care quality to improve experiential relationship marketing.
Originality/value
This paper provides the data that result in a better understanding of the relationship between the dimensions of fertility care quality and the dimensions of experiential relationship marketing in fertility tourism.
Keywords
Acknowledgements
This study was supported by Department of Education of Guangdong Province (Grant Number 2018WTSCX214). Expression of Concern: The publisher of the Asia Pacific Journal of Marketing and Logistics is issuing an Expression of Concern for the following article by Hung-Che Wu, Xiaolian Chen, Ya-Yuan Chang (2021) ‘Fertility care quality and experiential relationship marketing: a case study of mainland Chinese fertility tourists to Malaysia’ published in the Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 7, pp. 1648-1666, https://doi.org/10.1108/APJML-05-2020-0365, to inform readers that concerns have been raised regarding the authorship of this paper. An investigation is ongoing and is currently unresolved. Further information will be provided by the Asia Pacific Journal of Marketing and Logistics as it becomes available.
Citation
Wu, H.-C., Chen, X. and Chang, Y.-Y. (2021), "Fertility care quality and experiential relationship marketing: a case study of mainland Chinese fertility tourists to Malaysia", Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 7, pp. 1648-1666. https://doi.org/10.1108/APJML-05-2020-0365
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited