Enhancing Customer Satisfaction through Medical Tourism Supply Chain

This study examines the relationship between medical tourism supply chain and customer satisfaction in the development of medical tourism in Malaysia. Focusing on destination competitiveness, customer awareness, service quality, Islamic brand image, and highly trained medical professionals, the research aimed to identify which variables most significantly affect customer satisfaction. A quantitative research design was employed using a structured questionnaire, and data were collected from 220 respondents. Multiple regression analysis revealed that all five factors had a significant and positive impact on customer satisfaction, with medical professionals, customer awareness, and destination competitiveness being the most influential predictors. These findings highlight the critical role of expert healthcare providers, informed customers, and a competitive destination image in enhancing the medical tourism experience. The results underscore the need for Malaysian healthcare providers and policymakers to continuously improve service quality, promote Islamic-friendly branding, and invest in skilled medical professionals to maintain global competitiveness. This study contributes to the understanding of consumer behaviour in medical tourism and offers practical recommendations for strengthening Malaysia’s position as a top medical tourism destination. Future research should explore areas such as customer experiences, telemedicine integration, post-treatment care, and the broader economic and ethical impacts of the industry to support long-term growth and sustainability.