FACTORS INFLUENCING FERTILITY CLINIC SELECTION AMONG CHINESE MEDICAL TOURISTS IN THAILAND: THE ROLE OF SERVICE QUALITY AND EXPERIENTIAL SATISFACTION

Abstract

This study examines the factors influencing fertility clinic selection among Chinese medical tourists in Thailand, focusing on the role of fertility care quality and experiential satisfaction. The research targets Mainland Chinese fertility tourists (aged 20–40) seeking treatment at eight private clinics across Thailand (Bangkok, Chonburi, Chiang Mai, and Phuket). A sample of 529 respondents was analyzed using Multiple Regression Analysis to evaluate key determinants of clinic selection. The study's findings reveal that both fertility care quality and experiential satisfaction positively impact the fertility clinic selection. At a significant level of 0.05, delving into the various facets of fertility care quality, it was observed that access to fertility care, clinical competence and respect for patients play a role influencing selection of fertility clinics. However, Physical comfort does not significantly influence selection. On the experiential satisfaction front, emotional expectations positively influence selection of fertility clinics. In contrast, Practical expectations did not have a significant impact. these findings provide actionable insights for fertility clinic managers and policymakers in Thailand to enhance service offerings and patient experiences, thereby strengthening their competitiveness in the global fertility tourism market. The study contributes to the literature on medical tourism by highlighting the nuanced preferences of Chinese fertility tourists