Theses (MBA In Healthcare Management)

This study investigates the relationships between general practitioners' (GPs) knowledge, attitudes, perceptions, and referral intentions towards Complementary and Alternative Medicine (CAM) in the Klang Valley, focusing on the mediating role of communication. This study aims to assess general practitioners' (GPs) knowledge, attitudes, and perceptions towards Complementary and Alternative Medicine (CAM) and their referral intentions for CAM therapies. It also examines whether GPs' years of practice moderate the relationship between their knowledge, attitudes, perceptions, and referral intentions. Additionally, the study investigates the mediating role of effective communication in the relationship between GPs' knowledge, attitudes, perceptions, and their referral intentions towards CAM. Data were collected from 144 respondents, resulting in a response rate of 28.8%, which aligns with similar studies in healthcare settings. The questionnaire data were meticulously coded and analyzed using SPSS, ensuring no missing values and a high level of data completeness. Validity and reliability tests confirmed the accuracy and consistency of the survey instruments, with construct validity verified through factor analysis and reliability evidenced by high Cronbach's alpha values across all constructs (overall alpha = 0.892). Descriptive analysis revealed that the largest group of respondents had 11-15 years of experience, providing a balanced mix of early career and highly experienced practitioners. Inferential analysis supported the hypothesis that knowledge positively affects communication (Hla), with a significant path coefficient of0.318. However, attitudes (Hlb) and perceptions (Hlc) did not significantly influence communication, suggesting that other factors may play a more critical role. Furthermore, the study found that years of practice did not significantly impact the relationship between knowledge, attitude, practice, and communication (Hypothesis 2a- 2c).The mediation analysis highlighted that communication significantly mediates the relationship between GPs' knowledge, attitude, perception, and their referral intentions towards CAM. This emphasizes the essential role of effective communication in translating GPs' knowledge and perceptions into referral practices, thereby promoting a more integrated approach to patient care. These findings underscore the importance of enhancing communication strategies and targeted educational interventions to improve GPs' ability to discuss and recommend CAM therapies. By doing so, the integration of CAM into conventional medical practices can be further advanced, benefiting patient care. KEY WORDS: Complementary and Alternative Medicine, Knowledge, Attitude, Perception, Communication and Referral Intentions.