A Value Cocreation Approach to Multi Specialty Hospitals on Chronic Care Segment for Medical Tourism

Abstract

Indian medical standard today is similar to the global models. The primary favorable position is cost of treatment and quality affirmation. West Bengal as a state appreciates interesting topographical favorable position as a result of its closeness towards Nepal, Bhutan, Bangladesh and Myanmar. Prahalad and Ramaswamy, (2004) built up an idea of co-creation that aide in pull rather than push. At the point when individuals make any thought and commit time on it, at that point it gives a chance to the supplier where they can communicate much in better manner with the client. In this wildly focused condition today organizations are accompanying plenty of administrations and offices before the clients-settling on purchasers more choice of decisions that they have not experienced before. The objectives of the study were to examine 1)The roles and initiatives of hospital management team in the process of retention of patients2) Proposing certain strategies based on the value creation strategy for the medical tourism 3)What service factors is critical contributing to value addition 4)Roles of patients and their family members in brand value co-creation and how brand value co- creation affects medical tourism by developing a model 5)Suggest a model that demonstrates the relationship between the factors responsible for brand co- creation in medical tourism and patient retention in multi specialty hospitals. The study was based on Mixed Methodology and sampling method for Qualitative study was Purposive sampling with total sampling size was 80. In Quantitative study Cluster sampling method was used with 304 sampling. Likert Scale was used for Quantitative study but no particular scale was followed in Qualitative Method. All the information was collected from Hospitals. Researchers took interviews from Doctors, Nurses, Staff, Medical Superintendent, patients and their relatives in qualitative study and took interviews from patients and their relatives in quantitative study.