Multilevel trust in international marketing of healthcare services: A five-country comparative study
研究了医疗服务国际营销中多层次信任的形成与相互影响，基于瑞典公司Elekta在五国的案例，构建了包含个人、公司绩效和情境三个层面的信任模型，对管理者提升关系与本地接受度有参考价值。
This research aims to increase understanding on how multilevel trust is developed as well as how trust levels are interconnected and influence international marketing strategy for healthcare services. A comparative case study approach was applied with Elekta, a Swedish firm, operating in Brazil, the Philippines, China, Russia, and Hong Kong. The research culminated in a multilevel trust (MLT) model comprised of three levels relating to individuals, company performance, and context. This study offers a context-based multilevel trust model from a process perspective focusing on healthcare. This model can be tested in other service sectors. Managers should consider multilevel trust to boost relationships and achieve local acceptance. This research contributes to trust theory by constructing a context-based multilevel trust model for international healthcare marketing.