CROSS-CULTURAL COMMUNICATION IN B2C PLATFORMS WITH SPECIAL REFERENCE TO APOLLO HOSPITALS ENTERPRISE LTD., CHENNAI, INDIA

Communication in a versatile business organisation that carries out service delivery to the consumer is characterised by different forms where cross-cultural communication has its significance. Cross-cultural communication behaviours are regarded as manoeuvres for achieving organisational goals. The capacity building of any organisation with no exception to the healthcare sector is dependent on cross-cultural communications. The healthcare sector is predominantly based on communication that varies from one culture to another where cross-cultural communication takes place. Being a leading player in India in terms of hospitals and the number of beds available, Apollo Hospitals deals with assorted people, cultures, languages, diseases, temperatures, and the like, which has to make cross-cultural communication as its focal point. There lies an inter-relation between cross-cultural communication and cross-cultural relations from any real-world interest. In cross-cultural communication, it is the task of any healthcare professional to overcome the barriers of communication to demonstrate resonance. The present paper has its focuses on how Apollo Hospitals Enterprise Ltd., is managing these cross-cultural communications, especially through B2C platforms (online) during the COVID-19 pandemic.