Qualitative Explorations into Customer Based Brand Equity (CBBE) for Medical Tourism in India.

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. [ABSTRACT FROM AUTHOR]