Appendix 1:

Survey Questionnaire (English Version)

Greetings and Welcome to Malaysia

Dear Respondent, I am a student pursuing a doctorate degree at Universiti Tunku Abdul Rahman
(UTAR), Malaysia. I am currently conducting a research study on hospitals’ brand image and service
quality in the context of medical tourism. This research project is being conducted as a partial
fulfillment of the requirements of my doctoral degree. It is very much appreciated if you take part in
this research study. Your participation is very much needed to enhance the understanding of service
quality and patient’s satisfaction with the hospitals in Malaysia. Along with this letter, there is a
short questionnaire for you to answer. Instructions for completing the questionnaire can be found
on the form itself. It is very much appreciated if you could complete and return the questionnaire as
soon as possible. It should take you about 15 minutes to complete the questionnaire. Please do not
state your name on the questionnaire form. Any of your responses will not be identified with you
personally, and all the information provided by you will be kept strictly private and confidential. Your
participation in this survey is on a voluntary basis. If you have any questions or concerns, please do
not hesitate to contact me at +6012-5825266 or email me at jaysoncham@gmail.com. Thank you for
your time and cooperation; your participation in this survey study is very much appreciated.

Yours Sincerely,
6. How many times have you traveled on a medical trip to Malaysia including this trip?

( ) First time ( ) 4 times ( ) 2 times ( ) more than 4 times (please specify) __________ ( ) 3 times

7. How many times have you visited this hospital for medical services including this trip?

( ) First time ( ) 4 times ( ) 2 times ( ) more than 4 times (please specify) __________ ( ) 3 times

8. How did you arrange for this medical trip?

( ) Directly with the hospital ( ) Through medical travel intermediaries’ websites (such as
mhtc.org.my, myMEDholiday.com, malaysiahealthtour.com, etc.) ( ) Through tour agency of your
country of residence ( ) Others (please specify) ___________________________________

9. What kind of medical treatment are you seeking in this medical trip?

( ) Orthopedics (e.g. Joint, spine) ( ) Cosmetic/plastic/reconstructive surgery ( ) Sight treatment/ Lasik

( ) Cardiovascular surgery and care ( ) Fertility care ( ) Oncology (Cancer treatments) ( )
Comprehensive medical checkup ( ) Others (please specify) _____________

10. For the past 3 years, how much have you spent on all the medical treatments done in Malaysia?

( ) Less than RM 10,000 ( ) RM 60,001 – RM 70,000 ( ) RM 10,001 – RM 20,000 ( ) RM 70,001 – RM

80,000 ( ) RM 20,001 – RM 30,000 ( ) RM 80,001 – RM 90,000 ( ) RM 30,001 – RM 40,000 ( ) RM
90,001 – RM 100,000 ( ) RM 40,001 – RM 50,000 ( ) More than RM 100,001 ( ) RM 50,001 – RM
60,000
Section B: Perceptions of the Hospital

The following section relates to your perceptions of the hospital that you are currently visiting. For
each of the statements listed below, please rate how much you agree or disagree by circling the
number that represents your opinion the most.

Hospital-Generated Social Media Communications (Refer to Hospital’s Facebook, Blog, YouTube,

Instagram, Twitter, MySpace, and others)

No. Statements Strongly Disagree Somewhat Somewhat Agree Strongly

Disagree Disagree Agree Agree
1. The level of this
hospital’s social
media
communications for 1 2 3 4 5 6
its brand meets my
expectations.
2. Compared with the
very good social
media
communications of
other competing
hospitals, this 1 2 3 4 5 6
hospital’s social
media
communication for
its brand performs
well
3. I am satisfied with
this hospital’s
social media
1 2 3 4 5 6
communications for
its brand.

Word of Mouth Communication

No. Statements Strongly disagree Somewhat Somewhat agree Strongly
Disagree disagree agree agree
1. My family/friends
influenced my attitude
towards this hospital’s
1 2 3 4 5 6
brand
2. My family/friends
mentioned some things I
had not considered about
1 2 3 4 5 6
this hospital’s brand.
3. My family/friends provided
some different ideas about
this hospital’s brand
1 2 3 4 5 6
4. My family/friends
influenced my evaluation of
this hospital’s brand
1 2 3 4 5 6
5. My family/friends helped
me make a decision in
selecting this hospital’s
1 2 3 4 5 6
brand.
User-Generated Social Media Communications

No. Statements Strongly Disagree Somewhat Somewhat Agree Strongly

Disagree Disagree Agree Agree
1. The level of the social
media communications
feedback expressed by
other users about this 1 2 3 4 5 6
hospital’s brand meets my
expectations
2. Compared with the very
good social media
communications of other
users’ feedback about
other competing hospital
brands, the social media 1 2 3 4 5 6
communications of users’
feedback about this
hospital’s brand performs
well.
3. I am satisfied with the
social media
communications feedback
1 2 3 4 5 6
expressed by other users
about this hospital’s brand.

Hospital’s Brand Image

No. Statements Strongly Disagree Somewhat Somewhat Agree Strongly

Disagree Disagree Agree Agree
1. This hospital’s brand
possesses complete
practical functions
(medical services and 1 2 3 4 5 6
adequate medical
facilities)
2. This hospital’s brand
possesses a positive
symbolic meaning (good
reputation, credibility and 1 2 3 4 5 6
positive image).

3. I feel that this hospital’s

brand can provides me
with pleasant service
1 2 3 4 5 6
experience..