Analysis of factors inhibiting the customer engagement of eHealth in India: Modeling the barriers using ISM-Fuzzy MICMAC analysis.

Abstract

The current study aims to evaluate and measure the relationship between the customer engagement barriers influencing the adoption of eHealth in India. Previous studies have shown that low levels of engagement can lead to worse health outcomes, so this study is an expanded version of those findings to highlight those challenges. For this, the study followed three phases of research: factor identification through a review of the literature; expert opinion for selecting key and pertinent factors for the study; and application of interpretive structural modelling approach to capture the proper association between various factors. Using fuzzy-MICMAC analysis, the factors were divided into independent, dependent, autonomous and linkage categories. A model is created in this study that shows the relationship between different barriers that aid the Indian healthcare industry in better implementation and also Indian citizens in better adoption of eHealth services. According to the research and derived model, some of the biggest obstacles in the eHealth are need of product portfolio, Lack of Customer support and Low first call resolution rate. This study contributes to the body of knowledge by offering novel perspective into the types of hierarchical relationships that exist among barriers. These insights will be valuable to academicians and practitioners interested in India's healthcare market and its strategic expansion.