..., which benefits the firm (Kotler and Armstrong, 2018). Value co-creation Behavioral intention Chronic patient Well-being Healthcare satisfaction Emerging market The expansion of urbanization has also led to an increase in social insurance. The growth of social insurance has removed...

... findings can be valuable in the fields of consumer behavior, health care and technology, especially in emerging markets. Susheel Yadav is the corresponding author and can be contacted at: susheel.bbd@gmail.com 18 03 2023 28 10 2023 07 05 2024 07 09 2024 18 10 2024 ©...

..., especially in emerging markets. The role of attitude may not be well-researched in health-care context, therefore was included in this study’s modified TAM. Critical determinants, namely, trust and risk, were added to the model. Also, with regard to the TAM, recent researchers such as Surachim et al...

...Michelle Rydback; Akmal S. Hyder Purpose Focusing on customization, this paper aims to examine how service providers market health care in emerging markets through medical tourism. Design/methodology/approach Using a qualitative method, researchers conducted 18 semi-structured interviews...