A market-innovative firm is presumed to have superior customerlinking values, which, in turn, is likely to lead fulfillment of superior subjective brand performance in comparison with non-innovative firms. However, empirical evidence for the argument prior knowledge is weak. Therefore, this study examines the influence of innovation capabilities on brand equity building in the medical tourism sector in Jordan. Accordingly, 384 questionnaires were systematic randomly distributed to treated medical tourists at five largest private hospitals in Amman city. Only, 306 questionnaires were used for data analysis. The findings showed that innovation contributes significantly to brand equity building. More specifically, product innovation, process innovation, and service innovation positively and significantly enhance overall brand equity. Meanwhile, administrative innovation and marketing innovation insignificantly affect overall brand equity.

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<p class="Default"><em><span lang="EN-MY">Building a brand with strong equity is a vital element for differentiation and competitiveness, especially in today’s highly competitive medical tourism. The literature indicated that Jordan has weak medical tourism brand equity. The contribution of customer relationship management and service quality in developing brand equity can’t be ignored. Studies on marketing activities towards building brand equity remain limited. Accordingly, 650 self-administrated questionnaires were distributed to outpatient medical tourists in Amman’s five biggest hospitals using systematic sampling. After screening, 454 surveys were used for analysis using structural equation modelling. The results indicated that customer relationship management significantly impacted service quality and brand equity. Service quality strongly influenced brand equity, and brand equity was enhanced indirectly through service quality. This study highlighted the importance of such factors on brand equity-building activities in Jordanian medical tourism context. Further research is recommended to expand the proposed model.</span></em></p>

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This study investigates the one-to-one effect of medical tourist relationship management on innovation capabilities. This study employed regression analysis to test the research hypotheses in a sample of 306 medical tourists in Amman, Jordan. The findings indicate that long- term relationship and joint problem solving have positive impacts on all types of innovation. Knowledge management and customer involvement have positive influences on the product, process, service, and marketing innovations. Technology-based CRM has positive impacts on product, service, and process innovation. Finally, this paper discusses practical implications and future study directions.