Page 10 - R&D News June 2021

UTAR academics awarded best paper award in ICCB 2021

Project Leader : Seow Ai Na
Members : Prof Dr Choong Chee Keong, Dr Choong Yuen Onn, Dr Lam Siew Yong,
Chin Lai Kwan, Dr Chang Jing Jing, Dr Ooi Say Keat (USM)

From le�: Seow, Prof Choong, Dr Choong, Dr Lam, Dr Chang and Chin

Inspired by the idea of helping eral managerial implications
international tourists around to the medical tourism indus-
the world to seek quality med- try and its stakeholders
ical services at affordable together with a more holistic
prices outside their own coun- business strategy to stimulate
tries, the research, titled “De- higher loyalty are also pro-
terminants of Medical Tour- posed.
ist’s Destination Loyalty: Evi-

dence from Malaysia” indicat- The research was written by
ed that medical service quality main author Faculty of Busi-
influences perceived value the ness and Finance (FBF) aca-
most, followed by destination demic Seow Ai Na, along with
loyalty and satisfaction. Sev- co-authors Vice President for