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Patient Loyalty To Healthcare Organizations: Relationship Marketing And Satisfaction

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  • Herni Justiana Astuti
  • Keisuke Nagase

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.

Suggested Citation

  • Herni Justiana Astuti & Keisuke Nagase, 2014. "Patient Loyalty To Healthcare Organizations: Relationship Marketing And Satisfaction," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 7(2), pages 39-56.
    • Handle: RePEc:ibf:ijmmre:v:7:y:2014:i:2:p:39-56
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    References listed on IDEAS

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    1. Williams, Brian, 1994. "Patient satisfaction: A valid concept?," Social Science & Medicine, Elsevier, vol. 38(4), pages 509-516, February.
    2. Bodet, Guillaume, 2008. "Customer satisfaction and loyalty in service: Two concepts, four constructs, several relationships," Journal of Retailing and Consumer Services, Elsevier, vol. 15(3), pages 156-162.
    3. Naidu, G. M. & Parvatiyar, Atul & Sheth, Jagdish N. & Westgate, Lori, 1999. "Does Relationship Marketing Pay? An Empirical Investigation of Relationship Marketing Practices in Hospitals," Journal of Business Research, Elsevier, vol. 46(3), pages 207-218, November.
    4. Bove, Liliana L. & Johnson, Lester W., 2001. "Customer relationships with service personnel: do we measure closeness, quality or strength?," Journal of Business Research, Elsevier, vol. 54(3), pages 189-197, December.
    5. Knox, Simon, 1998. "Loyalty-based segmentation and the customer development process," European Management Journal, Elsevier, vol. 16(6), pages 729-737, December.
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    Cited by:

    1. Santos, Eleonora & Khan, Shahed, 2018. "Patients' Satisfaction with the NHS: A Novel Indicator for Portugal," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 5(1), pages 12-17.
    2. María Caballero-Galilea & Esther Martínez-Miguel & Juan Carlos Fernández Gonzalo & Ricardo Saiz de la Cuesta Abbad & Margarita Rubio Alonso, 2022. "Digitized Prenatal Newsletter: Impact on Obstetric Patient Satisfaction and Loyalty," IJERPH, MDPI, vol. 19(5), pages 1-15, February.

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    More about this item

    Keywords

    Loyalty; Relationship Marketing; Patient Satisfaction;
    All these keywords.

    JEL classification:

    • I11 - Health, Education, and Welfare - - Health - - - Analysis of Health Care Markets
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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