Strategies for Enhancing Service Quality in Thai International Hospitals to Sustain Medical Tourism Competitiveness in the Post-Pandemic Era

Abstract

This research investigates service quality in Thailand's post-pandemic medical tourism industry to provide strategic guidelines for optimizing non-medical delivery in JCI-accredited hospitals. Utilizing a qualitative, SERVQUAL-based design, data was collected through twelve in-depth interviews across hospital management, frontline doctors, international patients, and medical tourism agencies. Thematic analysis revealed five dimensions driving patient loyalty: Communication Effectiveness acts as a clinical safety mechanism; a Responsiveness Paradox contrasts rapid digital replies with frustrating physical wait times; Clinical Transparency highlights a shift from institutional accreditation to interpersonal trust in physicians; Environmental Reassurance frames luxury facilities as visual proxies for safety; and Humanized Care, rooted in the Thai "Service Mind," serves as an emotional buffer against service failures. To sustain a competitive advantage against regional rivals, the study recommends shifting to functional reliability by deploying Video Remote Interpreting (VRI) to eliminate bottlenecks, mandating pre-arrival video consultations to build trust, and utilizing Discharge Continuity Coordinators to seamlessly extend care back to the patient’s home country.