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Healthcare: An Emerging Area of Research Das Manoj Assistant Professor, Institute of Management Technology, Hyderabad Abstract Healthcare is one of the most personalized service a consumer experiences. With the rapid growth in the sector, a renewed focus has emerged among healthcare managers to gauge how to manage the quality of care and the associated experience so that they can remain competitive. We wish to approach this sector from a strategic perspective by identifying trends which are worthy of future research. For this purpose, we analyzed 115 articles and identified relevant themes for further research, which would help practitioners as well as researchers in understanding the complexities in this emerging area. Top Keywords Healthcare, experience, servicescape, electronic medical record, co creation, branding. Top | |
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