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Article
Publication date: 10 June 2020

Diya Guha Roy and Sujoy Bhattacharya

Collectively knowledge is mentioned to surpass the traditional assets such as workers, property and financial investment. The research studies on how the existing knowledge can be…

202

Abstract

Purpose

Collectively knowledge is mentioned to surpass the traditional assets such as workers, property and financial investment. The research studies on how the existing knowledge can be merged with new knowledge for further development of organizational progress is moving from nascent to active state. In this context, the applications of online data pose a research gap in the domain of hospital review ratings. The purpose of this study is to explore how this raw tacit knowledge can be transformed to explicit keywords associated with individual review ratings of the hospital.

Design/methodology/approach

The authors have attempted to decrypt the tacit knowledge extracted from Facebook page of nine Indian hospitals (sources for the nine hospitals) using NVivo 12.3 to explain the resources associated with the poor or good review ratings.

Findings

Distinct patterns emerged with review ratings and associated words, which can be used to improve the facets of health-care services.

Research limitations/implications

The data used are only from India catering to national and international patients.

Originality/value

The sentiment analysis and word cloud associated with individual review rating can be further used for devising finer branding scales, as well as be practically used for real-time branding efforts by health-care industry.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 14 no. 4
Type: Research Article
ISSN: 1750-6123

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Article
Publication date: 1 March 2022

Diya Guha Roy, Sujoy Bhattacharya and Srabanti Mukherjee

This research theoretically proposed and empirically validated a Customer-Based Brand Equity (CBBE) scale specifically for Medical Tourism for emerging economies including recent…

625

Abstract

Purpose

This research theoretically proposed and empirically validated a Customer-Based Brand Equity (CBBE) scale specifically for Medical Tourism for emerging economies including recent findings from tourism theories such as gravity model and signalling theory, but more specifically accommodating political, cultural, economic, legal and social influences.

Design/methodology/approach

In-depth literature reviews from tourism, medical tourism, healthcare and hospitality domains are used to propose the theoretical model. The authors have used the lavaan package in R for the empirical analysis and model verification.

Findings

The research included, tested and verified the established latent variables such as “brand awareness”, “brand association”, “perceived quality” and “loyalty”, along with new observed variables for the CBBE scale from the theoretical perspectives of this research. “Infrastructure” has emerged as a new scale construct and “culture” was found to be a moderating variable for “perceived quality” in the CBBE scale, which are novel additions to the literature.

Originality/value

The research contributed to scale refining, latent construct assessment, and fine-tuning of the observed variables for the mentioned theoretical gaps.

Details

International Journal of Emerging Markets, vol. 18 no. 11
Type: Research Article
ISSN: 1746-8809

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Article
Publication date: 27 July 2018

Diya Guha Roy, Srabanti Mukherjee and Sujoy Bhattacharya

The medical tourism market across the globe lacks a consolidated, standard customer-based brand equity (CBBE) scale till the present day. The purpose of this research is to…

721

Abstract

Purpose

The medical tourism market across the globe lacks a consolidated, standard customer-based brand equity (CBBE) scale till the present day. The purpose of this research is to theorize a scale with probable existing dimensions and based on prior literature adding culture and infrastructure/superstructure as new components for global comparison among BRICS and SAARC nations. This empirical research initiates laying the foundation of deriving a unified scale.

Design/methodology/approach

Extensive literature reviews from leading academic journals, books and web information were used to theoretically propose the scale. R (an open source coding language) was used for quantitative analysis.

Findings

Culture (environment index) and infrastructure/superstructure (industry/economic index) were found to be relevant in the context of CBBE scale for medical tourism. The other dimensions are brand awareness, brand association, perceived quality and loyalty.

Research limitations/implications

The research literature was fragmented because of international scopes of medical tourism destinations as well as a variety of medical services offered. The dynamic nature of this industry, which is dependent on several factors such as healthcare, cost, related services, tourism etc. made it difficult to access the real contribution of individual items.

Practical implications

This paper proposes the foundation to develop a CBBE scale for medical tourism in India, adding culture and infrastructure/superstructure as new dimensions. It opens doors for new research with scale refining, branding assessment and fine-tuning items for the new dimensions.

Originality/value

This research is the first of its kind to create a standard CBBE scale for developing countries. It has added a new set of literature and consolidated prior contextual works on culture and infrastructure in reference to medical tourism. The questionnaire is of practical value to hospitals. The interview transcript is novel in nature for future works.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 12 no. 3
Type: Research Article
ISSN: 1750-6123

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