Experience and Service Quality on Perceived Value and Behavioral Intention: Moderating Effect of Perceived Risk and Fee

ABSTRACT This study investigates the effects of both experience and service quality on the perceived value of medical tourists. In addition, the direct and indirect effects of service and experience quality on behavioral intention through perceived value have been investigated. Moreover, the moderation role of perceived risk and perceived fee on the effects of experience and service quality on perceived value have been tested. A questionnaire was used to collect data from a sample of 157 medical tourists in Malaysia. The findings revealed that both experience and service quality have positive and significant effect on perceived value, and behavioral intention either directly or indirectly. The results showed the positive moderation effects of perceived risk and fee for the effect of service quality on perceived values, whereas for the effect of experience quality on perceived value, only the perceived fee has negative moderation effect. There is little research describing the effects of both experience and service quality on perceived value and behavioral intention, and testing moderation effect of perceived risk and fee. Thus, this study makes a significant theoretical contribution by investigating and comparing these effects. In addition, this study has discussed several practical implications based on the results.

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