PATIENT LOYALTY TO HEALTHCARE ORGANIZATIONS: RELATIONSHIP MARKETING AND SATISFACTION

Herni Justiana Astuti and Keisuke Nagase

International Journal of Management and Marketing Research, 2014, vol. 7, issue 2, 39-56

Abstract: This study examined a model of patient loyalty from the perspectives of relationship marketing and patient satisfaction. Data were analyzed in two separate but sequentially related stages using structural equation modeling with partial least squares. Patient satisfaction directly affected loyalty, but it did not mediate the relationship between relationship marketing and loyalty. Although healthcare providers can increase patient satisfaction by demonstrating trustworthiness and commitment and by the use of good communication skills, these factors do not have a significant effect on loyalty despite their overall positive impact.

Keywords: Loyalty; Relationship Marketing; Patient Satisfaction (search for similar items in EconPapers)
JEL-codes: I11 M31 (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (2)

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