Impact of Innovation on the Relationship between Customer Relationship Management and Brand Equity in the Medical Tourism of Jordan

Abstract

This study intends to investigate the direct and indirect relationship between customer relationship management and overall brand equity through technical innovation and non-technical innovation in medical tourism in Jordan. Data were gathered through field study among 384 medical tourists who have been treated in the five private hospitals in Amman, and the data were assessed using SPSS and AMOS. The outcomes indicate that, customer relationship management directly affects technical innovation, non-technical innovation, and overall brand equity. In addition, the only innovation type that directly affects overall brand equity is technical innovation. Furthermore, technical innovation and non-technical innovation have a full mediating role between customer relationship management and overall brand equity. This empirical study throws more light into the indirect effect of customer relationship management on overall brand equity, especially the role of technical innovation and non-technical innovation. The results offer a good opportunity for decision makers to take certain actions for innovating and enhancing overall brand equity.