Jung-Kun Park1, Jiseon Ahn, Sang-Lin Han, Ki-Joon Back, Myunga An. 1. professor, School of Business, Hanyang University, Seoul, Korea senior lecturer, School of Tourism, Hospitality & Events, Taylor's University, Subang Jaya, Malaysia professor, School of Business, Hanyang University, Seoul, Korea associate dean for research and graduate studies, Conrad Hilton College of Hotel and Restaurant Management, University of Houston, Houston, Texas; and lecturer, School of Business, Hanyang University, Seoul, Korea.
Abstract
EXECUTIVE SUMMARY: This study examined the impact of employee satisfaction with management and coworkers on their performance as medical tourism facilitators. The proposed hypotheses were tested with structural equation modeling based on data collected from major hospitals in South Korea. Results supported assumptions that satisfaction with management is positively correlated with customer orientation and job satisfaction of medical tourism facilitators, as well as with the assumption that satisfaction with coworkers has a direct impact on customer orientation. This study has practical implications as organizations develop effective internal marketing (i.e., communication) strategies to improve the performance of medical tourism facilitators.
EXECUTIVE SUMMARY: This study examined the impact of employee satisfaction with management and coworkers on their performance as medical tourism facilitators. The proposed hypotheses were tested with structural equation modeling based on data collected from major hospitals in South Korea. Results supported assumptions that satisfaction with management is positively correlated with customer orientation and job satisfaction of medical tourism facilitators, as well as with the assumption that satisfaction with coworkers has a direct impact on customer orientation. This study has practical implications as organizations develop effective internal marketing (i.e., communication) strategies to improve the performance of medical tourism facilitators.