Application of Fairness Theory to Medical Tourists' Dissatisfaction and Complaint Behaviors: The Moderating Role of Patient Participation in Medical Tourism

Medical tourism is a worldwide phenomenon in which patients travel abroad to seek medical treatment. Although excellent health service quality of a foreign country has shown to attract more medical tourists, little is known about how an unfairly distributed service can increase dissatisfaction and trigger complaint behaviors. Fairness theory and consumer complaint behaviors provided the theoretical support for this study; and, 354 medical tourists who received cosmetic treatments in Korea agreed to provide feedback via online surveys. The findings indicated that outcome fairness is the strongest variable affecting dissatisfaction, followed by interpersonal, procedural, and informational fairness, and dissatisfaction triggers specific behaviors (e.g., switching, negative word of mouth, and complaining), and differs by levels of participation. The results suggest that a medical hosting country and its hospitals should provide a fair service to reduce dissatisfaction and conceive a way of managing complaint behaviors. Future research should focus on service recovery strategies that can correct service failures from the perspective of the medical tourist.