Purpose

The purpose of this paper is to focus on the emerging phenomenon of medical tourism in the context of Iran from a customer experience management perspective and benchmark of their judgment including positive or negative, of the experience they have achieved of the Iranian health (medical) experience (CE) and suggest scenarios for the improvement of the Iranian customer experience management (CEM).

Design/methodology/approach

The research methodologies and research methods that are used in this descriptive-analytical research are based on an inspection of the remarkable literature related to medical tourism and customer experience management. The data gathering instrument is a researcher-made questionnaire based on the variables in the conceptual model extracted from the research literature. The study was conducted from May to August 2019. The population cohort of this study was the foreign patients calling selected Iranian hospitals and the sampling method was a purposive and snowball sample of prospective medical tourists. As the study was conducted throughout Iran, some important hospitals in Iran were selected by stratified sampling Yang et al. (2020b). The sample size and data saturation were 500 participants Lv and Song (2019). The collected data using the questionnaire were analyzed by SPSS software and statistical tests.

Findings

According to the results, the customer experience management statistical significance in the task aspect is (p = 0.0523), in the mechanical aspect is (p = 0.0563), in the human aspect is (p = 0.0544). The study showed positive customer experience among the patients who had been treated in the Iranian hospitals.

Originality/value

There is a lack of study that focuses on medical tourism and customer experience management in Iran. Therefore, based on the results of this study, the experience of medical tourists in Iran proved to be positive and satisfying. As little research has been conducted in the area of customer experience management (CEM) in Iranian medical tourism, future researchers can use these valuable results precisely and in more detail to benchmark more accurately the customer experience in all areas of medical and health tourism and other research areas in different aspects of CEM in Iran.

中文翻译：

---

医疗旅游中的客户体验管理（案例研究：伊朗医院的医疗游客）

目的

本文的目的是从客户体验管理的角度关注伊朗背景下新兴的医疗旅游现象，以及他们对伊朗健康（医疗）体验所获得的体验的判断基准（包括正面或负面） (CE) 并提出改进伊朗客户体验管理 (CEM) 的方案。

设计/方法/方法

本描述性分析研究中使用的研究方法和研究方法基于对与医疗旅游和客户体验管理相关的重要文献的检查。数据收集工具是研究人员根据从研究文献中提取的概念模型中的变量制作的问卷。该研究于 2019 年 5 月至 8 月进行。 本研究的人群队列是致电选定伊朗医院的外国患者，抽样方法是对潜在医疗游客的有目的的滚雪球样本。由于该研究是在整个伊朗进行的，因此通过分层抽样杨等人选择了伊朗的一些重要医院。(2020b)。样本大小和数据饱和度为 500 名参与者 Lv 和 Song (2019)。使用问卷收集的数据通过SPSS软件和统计检验进行分析。

发现

根据结果​​，客户体验管理在任务方面的统计显着性为（p  = 0.0523），在机械方面为（p  = 0.0563），在人力方面为（p  = 0.0544）。该研究显示，在伊朗医院接受治疗的患者有积极的客户体验。

原创性/价值

伊朗缺乏针对医疗旅游和客户体验管理的研究。因此，根据这项研究的结果，伊朗医疗游客的体验被证明是积极和令人满意的。由于在伊朗医疗旅游的客户体验管理 (CEM) 领域开展的研究很少，未来的研究人员可以更准确、更详细地利用这些有价值的结果来更准确地衡量医疗和健康旅游以及其他所有领域的客户体验。伊朗 CEM 不同方面的研究领域。