The Impact of Marketing Mix on Patient Loyalty and Satisfaction in Inpatient Services
The impact of the marketing mix appeared to be one of the most important elements in influencing patient loyalty and satisfaction. The marketing mix consists of many variables, namely product, price, place, promotion, physical evidence, and process. Building on well-known frameworks such as the SER...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universitas KH Abdul Chalim, Prodi Ekonomi Syariah
2025-01-01
|
| Series: | Indonesian Interdisciplinary Journal of Sharia Economics |
| Subjects: | |
| Online Access: | https://e-journal.uac.ac.id/index.php/iijse/article/view/6311 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1841544107634196480 |
|---|---|
| author | Indah Sri Astuti Burhannudin Ichsan Muzakar Isa |
| author_facet | Indah Sri Astuti Burhannudin Ichsan Muzakar Isa |
| author_sort | Indah Sri Astuti |
| collection | DOAJ |
| description |
The impact of the marketing mix appeared to be one of the most important elements in influencing patient loyalty and satisfaction. The marketing mix consists of many variables, namely product, price, place, promotion, physical evidence, and process. Building on well-known frameworks such as the SERVQUAL model and the Theory of Planned Behaviour, this study suggests a mediating role of patient satisfaction between specific marketing mix elements and loyalty. A quantitative technique was used and data was collected from inpatients using structured questionnaires. The results show that physical evidence and process have a positive and significant effect on satisfaction and loyalty; however, the effect of product, price, place, and promotion on loyalty is direct and not mediated by satisfaction. These findings are consistent with previous literature emphasizing the role of service quality and customer experience in the healthcare setting. However, the study does not focus on any other specific methodology to identify other factors that can predict a patient's satisfaction in a hospital environment. It provides a theoretical and practical basis for future health service marketing movements.
|
| format | Article |
| id | doaj-art-04b2fdd888644f47b89056ad9921bb97 |
| institution | Kabale University |
| issn | 2621-606X |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Universitas KH Abdul Chalim, Prodi Ekonomi Syariah |
| record_format | Article |
| series | Indonesian Interdisciplinary Journal of Sharia Economics |
| spelling | doaj-art-04b2fdd888644f47b89056ad9921bb972025-01-12T16:02:58ZengUniversitas KH Abdul Chalim, Prodi Ekonomi SyariahIndonesian Interdisciplinary Journal of Sharia Economics2621-606X2025-01-0181The Impact of Marketing Mix on Patient Loyalty and Satisfaction in Inpatient ServicesIndah Sri Astuti0Burhannudin Ichsan1Muzakar Isa2Universitas Muhammadiyah Surakarta, Surakarta, IndonesiaUniversitas Muhammadiyah Surakarta, Surakarta, IndonesiaUniversitas Muhammadiyah Surakarta, Surakarta, Indonesia The impact of the marketing mix appeared to be one of the most important elements in influencing patient loyalty and satisfaction. The marketing mix consists of many variables, namely product, price, place, promotion, physical evidence, and process. Building on well-known frameworks such as the SERVQUAL model and the Theory of Planned Behaviour, this study suggests a mediating role of patient satisfaction between specific marketing mix elements and loyalty. A quantitative technique was used and data was collected from inpatients using structured questionnaires. The results show that physical evidence and process have a positive and significant effect on satisfaction and loyalty; however, the effect of product, price, place, and promotion on loyalty is direct and not mediated by satisfaction. These findings are consistent with previous literature emphasizing the role of service quality and customer experience in the healthcare setting. However, the study does not focus on any other specific methodology to identify other factors that can predict a patient's satisfaction in a hospital environment. It provides a theoretical and practical basis for future health service marketing movements. https://e-journal.uac.ac.id/index.php/iijse/article/view/6311Marketing Mix, Patient Satisfaction, Patient Loyalty, Healthcare Marketing, Service Quality |
| spellingShingle | Indah Sri Astuti Burhannudin Ichsan Muzakar Isa The Impact of Marketing Mix on Patient Loyalty and Satisfaction in Inpatient Services Indonesian Interdisciplinary Journal of Sharia Economics Marketing Mix, Patient Satisfaction, Patient Loyalty, Healthcare Marketing, Service Quality |
| title | The Impact of Marketing Mix on Patient Loyalty and Satisfaction in Inpatient Services |
| title_full | The Impact of Marketing Mix on Patient Loyalty and Satisfaction in Inpatient Services |
| title_fullStr | The Impact of Marketing Mix on Patient Loyalty and Satisfaction in Inpatient Services |
| title_full_unstemmed | The Impact of Marketing Mix on Patient Loyalty and Satisfaction in Inpatient Services |
| title_short | The Impact of Marketing Mix on Patient Loyalty and Satisfaction in Inpatient Services |
| title_sort | impact of marketing mix on patient loyalty and satisfaction in inpatient services |
| topic | Marketing Mix, Patient Satisfaction, Patient Loyalty, Healthcare Marketing, Service Quality |
| url | https://e-journal.uac.ac.id/index.php/iijse/article/view/6311 |
| work_keys_str_mv | AT indahsriastuti theimpactofmarketingmixonpatientloyaltyandsatisfactionininpatientservices AT burhannudinichsan theimpactofmarketingmixonpatientloyaltyandsatisfactionininpatientservices AT muzakarisa theimpactofmarketingmixonpatientloyaltyandsatisfactionininpatientservices AT indahsriastuti impactofmarketingmixonpatientloyaltyandsatisfactionininpatientservices AT burhannudinichsan impactofmarketingmixonpatientloyaltyandsatisfactionininpatientservices AT muzakarisa impactofmarketingmixonpatientloyaltyandsatisfactionininpatientservices |