The importance of service culture for institutional work in medical tourism: The Role of Medical Doctors / Norzayana Yusof and Herwina Rosnan

Yusof, Norzayana and Rosnan, Herwina (2021) The importance of service culture for institutional work in medical tourism: The Role of Medical Doctors / Norzayana Yusof and Herwina Rosnan. Journal of Academia. pp. 102-111. ISSN 2289-6368


Extant studies in service-dominant (SD) logic put emphasis on the need to develop mid-range theories to bridge the gap between theoretical abstraction and empirical findings. While institutions are integral to midrange-theoretical advancement, little is known about how organisations deal with it. Additionally, present research in medical tourism has been focusing on private hospitals leaving the role of medical doctors with less attention. In view of the gap, this article briefly states the institutional types that constrain value co-creation in Malaysian medical tourism. Subsequently, the institutional work for medical doctors as derived from the expectations of other stakeholders is given a thorough discussions. Thus, two direct observations were held and a total of 13 semi-structured interviews were conducted with private hospitals, medical doctors, government section, and medical tourism facilitators. Interpretive analysis was done with the assistance of ATLAS.ti. Hence, the study derived seven institutions and the specific institutional work describing how medical doctors can improve their communication and collaboration with service providers and health travellers. This paper contributes to bridging the gaps in the mid-range theory of institutions by focusing on communication and collaboration. Additionally, medical doctors could improve their service exchange with other stakeholders through the suggested institutional work provided. Considering their integral role in treating patients, this article is important for service providers in crafting their strategies to optimise their service offerings.


Item Type: Article
Email / ID Num.
Yusof, Norzayana
Rosnan, Herwina
Subjects: R Medicine > R Medicine (General) > Medical education. Medical schools. Research
R Medicine > RA Public aspects of medicine
W General Medicine. Health Professions > WA Public Health
Divisions: Universiti Teknologi MARA, Negeri Sembilan
Journal or Publication Title: Journal of Academia
UiTM Journal Collections: UiTM Journal > Journal of Academia (JoA)
ISSN: 2289-6368
Page Range: pp. 102-111
Keywords: service culture, institutional work, medical tourism, Role of Medical Doctors
Date: 2021
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