{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,13]],"date-time":"2026-02-13T12:29:53Z","timestamp":1770985793212,"version":"3.50.1"},"reference-count":28,"publisher":"Emerald","issue":"7","license":[{"start":{"date-parts":[[2014,8,5]],"date-time":"2014-08-05T00:00:00Z","timestamp":1407196800000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2014,8,5]]},"abstract":"\n Purpose<\/jats:title>\n \u2013 The purpose of this paper is to introduce and discuss the concepts of service convergence and service integration, illustrate them in the context of the medical tourism industry, and link them to factors that contributed to the success of a medical tourism firm. <\/jats:p>\n <\/jats:sec>\n \n Design\/methodology\/approach<\/jats:title>\n \u2013 The basis for the conceptual development of service convergence and service integration is an in-depth case study of Bumrungrad International Hospital (BIH) in Thailand. Based on semi-structured interviews and archival data, BIH's business model is analyzed and factors are identified that led to its success in the industry. <\/jats:p>\n <\/jats:sec>\n \n Findings<\/jats:title>\n \u2013 BIH's success can be attributed to nine key initiatives that enhanced customer focus, operational efficiency, and service quality. These initiatives supported BIH's twofold business model of product differentiation and globally competitive prices. The firm's activities led to the integration of medical and hospitality services resulting in a new, enhanced product. Competitors adopted BIH's service integration approach, which started the service convergence trend in the medical tourism industry. <\/jats:p>\n <\/jats:sec>\n \n Research limitations\/implications<\/jats:title>\n \u2013 The conceptual foundations for service convergence and service integration are laid in this paper and can serve as the basis for future research. <\/jats:p>\n <\/jats:sec>\n \n Practical implications<\/jats:title>\n \u2013 Insights from BIH's business model can guide firms in medical tourism and related industries on how to innovate and how to successfully implement their service products. <\/jats:p>\n <\/jats:sec>\n \n Originality\/value<\/jats:title>\n \u2013 This paper introduces the term service convergence and discusses its mechanisms. Furthermore, it identifies success factors of a leading firm in the medical tourism industry and links them to service integration.<\/jats:p>\n <\/jats:sec>","DOI":"10.1108\/imds-04-2014-0115","type":"journal-article","created":{"date-parts":[[2014,11,5]],"date-time":"2014-11-05T05:23:59Z","timestamp":1415165039000},"page":"1094-1106","source":"Crossref","is-referenced-by-count":22,"title":["Service convergence and service integration in medical tourism"],"prefix":"10.1108","volume":"114","author":[{"given":"Christian","family":"Wernz","sequence":"first","affiliation":[]},{"given":"Pooja","family":"Thakur Wernz","sequence":"additional","affiliation":[]},{"given":"Kongkiti","family":"Phusavat","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2020122904135308600_b1","unstructured":"American Medical Association\n (2007), \u201cMedical travel outside the US\u201d, AMA-OMSS Governing Council Report B, American Medical Association, June, Chicago, IL, available at: www.amaassn.org\/ama1\/pub\/upload\/mm\/21\/omss2007a.pdf (accessed December 1, 2010)."},{"key":"key2020122904135308600_b3","doi-asserted-by":"crossref","unstructured":"Barras, R.\n (1986), \u201cTowards a theory of innovation in services\u201d, Research Policy, Vol. 15 No. 4, pp. 161-173.","DOI":"10.1016\/0048-7333(86)90012-0"},{"key":"key2020122904135308600_b2","unstructured":"BIH Annual Report\n (2011), Experiences and Expertise pp. 7-13, Financial Information pp. 14-53, available at: http:\/\/bh.listedcompany.com\/misc\/ar\/Annual_Report_2010_en.pdf (accessed April 7, 2011)."},{"key":"key2020122904135308600_b4","unstructured":"De Sam Lazaro, F.\n (2005), \u201cTraveling for treatment, PBS Newshour with Jim Lehrer\u201d, transcript, available at: www.pbs.org\/newshour\/bb\/health\/jan-june05\/thailand_2-21.html (accessed December 7, 2012)."},{"key":"key2020122904135308600_b5","doi-asserted-by":"crossref","unstructured":"Eisenhardt, K.M.\n (1989), \u201cBuilding theories from case study research\u201d, Academy of Management Review, Vol. 14 No. 4, pp. 532-550.","DOI":"10.5465\/amr.1989.4308385"},{"key":"key2020122904135308600_b6","doi-asserted-by":"crossref","unstructured":"Ettlie, J.E.\n and \n Rosenthal, S.R.\n (2011), \u201cService versus manufacturing innovation\u201d, Journal of Product Innovation Management, Vol. 28 No. 2, pp. 285-299.","DOI":"10.1111\/j.1540-5885.2011.00797.x"},{"key":"key2020122904135308600_b7","doi-asserted-by":"crossref","unstructured":"F\u00fcller, J.\n and \n Matzler, K.\n (2008), \u201cCustomer delight and market segmentation: an application of the three-factor theory of customer satisfaction on life style groups\u201d, Tourism Management, Vol. 29 No. 1, pp. 116-126.","DOI":"10.1016\/j.tourman.2007.03.021"},{"key":"key2020122904135308600_b8","doi-asserted-by":"crossref","unstructured":"Gallouj, F.\n and \n Weinstein, O.\n (1997), \u201cInnovation in services\u201d, Research Policy, Vol. 26 No. 4, pp. 537-556.","DOI":"10.1016\/S0048-7333(97)00030-9"},{"key":"key2020122904135308600_b9","doi-asserted-by":"crossref","unstructured":"Gambardella, A.\n and \n Torrisi, S.\n (1998), \u201cDoes technological convergence imply convergence in markets? 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