Strategic Factors for Building Brand Equity: Jordan Medical Tourism

Abstract

<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>

Consumer or Patient Determinants of Hospital Brand Equity—A Systematic Literature Review

“…Three publications each were published in 2021, 2020, 2019, 2017, and 2015. The studies were conducted in different countries: Malaysia [ 6 , 19 ], South Korea [ 1 , 95 ], Iran [ 4 , 91 , 92 , 94 , 96 ], Indonesia [ 2 , 5 , 18 , 20 , 97 ], Kuwait [ 98 ], Jordan [ 93 , 99 , 100 , 101 ], India [ 9 , 17 , 23 , 26 , 89 , 102 ], Pakistan [ 90 ], Sri Lanka [ 103 ], Nairobi [ 104 ], and Vietnam [ 16 , 105 ]. Concentration of research is observed in developing countries, which can be explained by the desire for rapid development on the one hand, and the willingness to compare with highly developed countries on the other.…”

“…Concentration of research is observed in developing countries, which can be explained by the desire for rapid development on the one hand, and the willingness to compare with highly developed countries on the other. The number of respondents varied significantly and ranged up to 100 people—in four studies [ 2 , 20 , 89 , 104 ], 101–250 people—in seven studies [ 5 , 19 , 23 , 92 , 97 , 98 , 103 ], 251–500 people—in sixteen studies [ 3 , 4 , 5 , 6 , 16 , 17 , 90 , 91 , 93 , 94 , 96 , 99 , 100 , 101 , 102 , 106 ], and over 501 people—in five studies [ 1 , 9 , 18 , 26 , 105 ]. Various methods of statistical analysis were used, including regression analysis [ 2 , 18 , 19 , 103 , 104 ], structural equation modeling (SEM)—in twenty-one studies [ 1 , 3 , 4 , 6 , 9 , 16 , 17 , 23 , 26 , 90 , 91 , 93 ,…”

“…This is an evaluation of medical services by patients and indicates patients’ perceptions of the quality of services provided by the hospital. In this context, service quality was perceived as a critical source of overall BE [ 99 , 100 , 103 , 106 ].…”

“…Other determinants of HBE include both brand-based factors (other than the traditional ones), as well all activities related to the administration and management of hospitals on the formal side, which can positively affect HBE. These include, among others, brand attitude [ 6 ], brand trust [ 1 , 4 , 26 , 91 , 94 ], and customer relationship management (CRM) with knowledge management, long-term association, technology-based CRM, joint problem solving, and customer involvement [ 99 , 101 ].…”

The Impact of Medical Tourist Relationship Management Dimensions on Innovation Capabilities

“…(1) Knowledge management: Generating, disseminating, transforming, and utilizing information related to customers are the basic activities of knowledge management and strongly related to CRM (Akroush et al, 2010;Shriedeh, 2019). Knowledge management effectively supports knowledge from the customer about their tastes and needs; sharing of customer knowledge within different departments to facilitate concerted actions; and taking proper actions corresponding to the knowledge sharing (Sin et al, 2005).…”