Assessing Service Quality in Ayurveda Medical Tourism: Health Care Services of Kerala, India

Authors

  • P. Sekar Professor & Head, Department of Commerce, Sree Narayana Guru College, India
  • Shafiya. S Ph.D Research Scholar, Department of Commerce, Sree Narayana Guru College, India

DOI:

https://doi.org/10.63278/mme.v31i1.1306

Keywords:

Service Quality, Customer Satisfaction, Ayurveda, Medical Tourism, Kerala, Reliability, Responsiveness, Tourism Research.

Abstract

This study aims to explore the main dimensions of service quality and their impact on customer satisfaction in Ayurveda medical tourism in Kerala. The research seeks to identify the most important service quality attributes from the perspective of tourists to know various dimensions affect satisfaction and identify challenges and opportunities for improving service delivery in Ayurveda wellness centres. The approach adopted was quantitative research with an analytical and descriptive design. Data collection was through a structured questionnaire using a stratified random sampling method with a sample of 112 tourists. The data was analysed by use of SPSS software and statistical techniques, including the Friedman test, One-way ANOVA and One-sample t-test. Findings includes the service quality dimensions like Reliability, Responsiveness, Assurance, Empathy and Tangibles have significant influence on customer satisfaction. Improvement areas include infrastructure, cultural sensitivity and hygiene standards. Results of this study indicate Ayurveda service providers will need to work on reliability and responsiveness and personalization to drive customer satisfaction. It is concluded in the study that overcoming these challenges and exploiting the scope of improvement can help strengthen the competitiveness of Ayurveda wellness centres in Kerala's increasing medical tourism market.

Downloads

How to Cite

P. Sekar, and Shafiya. S. 2025. “Assessing Service Quality in Ayurveda Medical Tourism: Health Care Services of Kerala, India”. Metallurgical and Materials Engineering 31 (1):745-52. https://doi.org/10.63278/mme.v31i1.1306.

Issue

Vol. 31 No. 1 (2025)

Section

Research

License

Copyright (c) 2025 P. Sekar, Shafiya. S

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish with this journal agree to the following terms:

  • Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
  • Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  • Authors are permitted and encouraged to post their published articles online (e.g., in institutional repositories or on their website, social networks like ResearchGate or Academia), as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).

 

Creative Commons License
Except where otherwise noted, the content on this site is licensed under a Creative Commons Attribution 4.0 International License.