Customer Satisfaction, Brand Love, and Emotional Brand Attachment: Building Loyalty for Hospital Marketing

Anggita Lusy Apria and Cesya Rizkika Parahiyanti ()
Additional contact information
Anggita Lusy Apria: Universitas Negeri Malang, Department Management, Faculty of Economics and Business
Cesya Rizkika Parahiyanti: Universitas Negeri Malang, Marketing Management Program Study, Faculty of Applied Science and Technology

A chapter in Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2023), 2023, pp 196-206 from Springer

Abstract: Abstract Technological advances and intense competition have forced hospitals, especially private hospitals that are profit-oriented and healthcare service providers, to determine the right business strategy by reviewing the factors that influence customer satisfaction and loyalty. The population of this study is customers of class B hospitals in Malang, whose number is unknown, so it includes an infinite population. This study involved as many as 227 respondents from distributing the survey. Data is processed using PLS-SEM. The results showed that Customer Satisfaction (X) had a positive and significant influence on Brand Loyalty (Y) for class B hospital customers in Malang City through Emotional Brand Attachment (Z1). That is, the effect of the variable Customer Satisfaction on Brand Loyalty can arise through Emotional Brand Attachment. However, the variable Customer Satisfaction (X) does not have a positive and significant effect on Brand Loyalty (Y) class B hospital customers through Brand Love (Z2). That is, the effect of the variable Customer Satisfaction on Brand Loyalty cannot arise through Brand Love.

Keywords: Customer Satisfaction; Brand Loyalty; Emotional Brand Attachment; Brand Love (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-302-3_23

Ordering information: This item can be ordered from
http://www.springer.com/9789464633023

DOI: 10.2991/978-94-6463-302-3_23

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().