Boosting patient satisfaction in cross-border reproductive care through hospitality and communication

Purpose This paper aims to thoroughly examine the connection between communication policies, patient trust and hospitality in cross-border reproductive care clinics. It investigates how communication strategies and messages can build trust, create a welcoming atmosphere and ultimately boost patient satisfaction and positive word-of-mouth (WOM) in the medical tourism setting. Design/methodology/approach Drawing on existing literature, the research emphasises how effective communication from health-care providers, especially in in vitro fertilisation clinics, builds trust and enhances patient experiences. The data were collected from tourists travelling to Greece for reproductive care through various treatment methods, via a self-administered questionnaire during their visit to a clinic. Partial least squares structural equation modelling was used to analyse the collected data of 315 patients/tourists. Findings According to the research analysis, a marketing communication policy modelled as a second-order construct that promotes transparency and information content may significantly influence patients’ trust and perceptions of focused hospitality. It appears that integration of these elements may not only improve patient satisfaction but also foster positive WOM recommendations, reinforcing the reputation of health-care providers in this niche industry. Additionally, information content functions as a quasi-moderator, strengthening the impact of communication on trust. The findings also imply that superior focused hospitality, supported by information and service quality, may create a welcoming environment that is crucial for easing the emotional challenges faced by reproductive care tourists. This research offers valuable insights for improving patient experiences in cross-border reproductive care services. Originality/value This study introduces a model regarding cross-border reproductive care patients’ decision process, providing policymakers and medical tourism stakeholders the foundation of an integrated marketing communication strategy with a focus on hospitality.