BUFT Journal of Business and Economics

Adaptation of Telemedicine during the COVID-19: Evaluating Perceived Quality and Acceptance

East West University
Email: drsalma@ewubd.edu

Abstract

Purpose: While telemedicine has grown in popularity during the COVID-19 epidemic, less research in Bangladesh has investigated how it affects patients' acceptability, perception, and purchasing intent. As a result, this study will evaluate patients' perceptions of the quality and acceptability of telemedicine services. This will determine ultimate purchase intention during the pandemic and how it will affect future decision-making in a developing country like Bangladesh. Methodology: The eSERVQUAL scale was utilized in this study, and its impact on the patients' purchase intent was explored. We asked 300-plus people who used telemedicine services at least once during the pandemic to participate in an online survey. During the data collection period of June 1st to July 25th, 2022, we collected 251 responses online. This research proposed five hypotheses, all tested using Structural Equation Modeling (SEM). Findings: The findings show that telemedicine services' 'e-tangibles,' 'assurance,' and 'empathy' directly impact patients' perceptions and readiness to repurchase the services. Furthermore, according to the study, there is no significant evidence that the 'reliability' and 'responsiveness' of these services significantly influence patients' perceptions in the same way. Practical Implications: The findings of this study will motivate Asian healthcare institutions, professionals in this field, and academic programs to establish effective tangibility and provide assurance, and empathy to patients to increase their purchase intent.Research Limitations: Key study limitations include convenient sampling, 300 questionnaires were distributed but only received 251 responses which are limited in size, and access to the actual patients who used telemedicine. Value: This original research applied the five-dimensional e-SERVQUAL model and assessed the perceived value of newly adapted telemedicine service quality by utilizing 22 factors. This will definitely add value to the application of contemporary and established statistical techniques to measure the service quality perception among service users.