The Impact of Digitalisation on the Customer Experience in Medical Tourism: A Systematic Review

Abstract

This chapter delves into the transformative effects of digitalization on medical tourism, focusing on how it shapes the customer experience. It examines the various digital solutions employed by the industry, particularly in response to the COVID-19 pandemic. The research, conducted through a systematic review of literature published between 2013 and 2023, identifies 41 distinct technologies used to improve medical tourism. The chapter analyzes both the advantages and drawbacks of digitalization in medical tourism, highlighting its potential to improve accessibility and efficiency while acknowledging concerns about fairness, privacy, and security. It explores the adoption of digital technology and its impact on customer satisfaction, emphasizing the need for a robust theoretical framework to guide the future of digitalization within the medical tourism sector. The chapter ultimately aims to identify best practices that players in the industry can implement to enhance customer satisfaction, foster loyalty, and drive competitiveness.