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All Journal INVEST : Jurnal Inovasi Bisnis dan Akuntansi
I Dewa Ayu Ika Putri Widayanti
Universitas Pendidikan Nasional
Economics, Econometrics & Finance

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The Role of Customer Perceived Value, Trust and E-Wom of Dental Tourism Satisfactionin Bali, Indonesia I Dewa Ayu Ika Putri Widayanti; Nilna Muna
INVEST : Jurnal Inovasi Bisnis dan Akuntansi Vol. 7 No. 2 (2026): INVEST : Jurnal Inovasi Bisnis dan Akuntansi
Publisher : Lembaga Riset dan Inovasi Al-Matani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55583/8wj33c95

Abstract

Dental tourism is growing rapidly globally, placing Bali as a prime destination. Service success is determined not only by clinical quality, but also by perceived value ( CV ), trust , and digital communication through electronic word of mouth (e-WOM). This study aims to analyze the effect of CPV on dental tourism patient satisfaction in Bali and examine the role of trust and e-WOM as mediating variables. The conceptual framework uses Service-Dominant Logic (SD Logic) , which emphasizes that service value is co-created through interactions between patients, service providers, and the digital ecosystem. The study was conducted at dental clinics in South Badung and Denpasar using a quantitative approach using Structural Equation Modeling (SEM) to test direct and mediating relationships between variables. Theoretically, this study enriches the healthcare marketing literature by highlighting the role of CPV, trust, and e-WOM in shaping patient satisfaction across countries. Practically, the research findings are expected to provide strategic insights for dental clinics in Bali in enhancing competitiveness through digital reputation, trust-building, and holistic patient experience management.
Co-Authors Nilna Muna