Qualitative Explorations into Customer Based Brand Equity (CBBE) for Medical Tourism in India
Qualitative Explorations into Customer Based Brand Equity (CBBE) for Medical Tourism in India
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印度医疗旅游基于客户的品牌资产（CBBE）的定性探索
DOI：
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发表时间：
2018
期刊：
影响因子：
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通讯作者：
Srabanta Mukherjee
中科院分区：
文献类型：
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作者：
D. Roy;Sujoy Battacharya;Srabanta Mukherjee
我们的研究重点是印度医疗旅游中基于客户的品牌资产（CBBE），该研究在全球范围内获得了广泛的关注。为了能够将CBBE（品牌资产）用于医疗旅游规模的发展，我们通过内容分析生成了这样一个规模的项目。本研究的研究问题是（a）考虑社会、经济和市场影响的医疗旅游品牌资产量表的维度是什么？(b)文化沿着经济指标（如基础设施/上层建筑）与CBBE医疗旅游背景下的相关性如何？以及（c）基于文献综述问卷的访谈内容分析在多大程度上支持该变量？受访者来自两个大型东印度医院，有不同的外国患者连续访问。使用Corbin和Strauss（2008年）给出的编码框架，使用内容分析来评估响应。本文探讨了为什么来自西方国家和中东的患者更喜欢其他目的地相比，印度的医疗旅游的原因。由于相对富裕的中产阶级，更好的连通性和患者更明智的成本决策，医疗旅游市场正在增长。印度医疗旅游市场得到了更广泛的关注，因为训练有素和称职的医生，成本考虑，优质服务，更好的国际可及性以及英语作为口头和书面沟通语言的主要模式的流行使用。然而，到目前为止，还没有一个通用的相关的基于客户的品牌资产（CBBE）的规模为医疗旅游市场。我们已经确定了六个方面（三个新的），为医疗旅游业的综合和统一的CBBE规模。在后一部分中，我们对在印度东部医院进行的90例患者访谈进行了内容分析。访谈问卷是在文献回顾的基础上编制的。最后，使用Nvivo软件进行内容分析，对文献结果进行逻辑验证。内容的调查结果和先前的文献回顾，使我们能够提出的CBBE规模的医疗旅游的维度。新的维度可用于未来全球医疗旅游CBBE研究。
The focus of our research is Customer Based Brand Equity (CBBE) in Indian medical tourism which has gained wider attention world-wide. To be able to operationalize CBBE (brand equity) for medical tourism scale development, we generated items for such a scale through content analysis. The research questions for this study were (a) What are the dimensions for a brand equity scale for medical tourism considering social, economic, and market influences? (b) How is culture along with an economic indicator such as infrastructure/superstructure relevant in the context of CBBE for medical tourism? and (c) To what extent does the content analysis of interviews based on questionnaires from literature reviews support the variable? The respondents were contacted from two large East Indian Hospitals with continuous visits by heterogeneous foreign patients. Content analysis was used to evaluate the responses using the framework for coding as given by Corbin and Strauss (2008). This paper explores the reasons as to why the patients from western countries and the Middle East prefer other destinations as compared to India for medical tourism. The medical tourism market is growing due to comparatively affluent middle class, better connectivity and wiser cost decisions by patients. The Indian medical tourism market has gained wider attention due to well trained and competent physicians, cost consideration, quality service, better international accessibility and popular use of English as the primary mode for spoken and written communication language. However, there is no general relevant Customer Based Brand Equity (CBBE) scale for medical tourism market till present day. We have identified six dimensions (three new) for a consolidated and unified CBBE scale for medical tourism. In the later part, we have done a content analysis of 90 patient interviews conducted in Eastern Indian hospitals. The interview questionnaire was developed from the literature review. Lastly, a content analysis is done using Nvivo software for logical validation of literature findings. The content findings and prior literature review enabled us to propose the dimensions of the CBBE scale for medical tourism. The new dimensions may be used for future CBBE research in medical tourism at the global level.