The Impact of Marketing Mix and Patient Experience on Public Patient Loyalty in Hospitals: Satisfaction as an intervening variable

Abstract

Background: In maintaining patient loyalty, one of the marketing strategies that can be carried out is the use of Marketing Mix. Marketing Mix can improve the perceived quality of patient discernment, namely the patient assessment of a service. If the patient's perception on the quality of services provided by the hospital is good, then the patient's experience on the hospital will be positive. This condition can increase patient satisfaction which continues in the formation of patient's loyalty. This study aims to analyze the effect of Marketing Mix and patient's experience through satisfaction on  patient loyalty.

Methods:This study is a quantitative study using an observational approach with a cross-sectional study design. The sample in this study was 358 general patients at Stella Maris Hospital, Makassar, Indonesia using total or purposive sampling. The instrument used in data collection is a questionnaire that has been tested for validity and reliability. Multivariate data analysis used path analysis.

Results: There was direct effect of Marketing Mix (β=2.218, p=0.027) and indirect effect through satisfaction (β=2.417, p=0.016) on loyalty. There was no direct effect of patient's experience (β=0.398, p=0.691). However, the indirect effect was very significant through satisfaction (β=10.651, p<0.001). In addition, there was also direct effect of satisfaction on loyalty (β=5.161, p<0.001).

Conclusion: There is a direct effect of the Marketing Mix on patient loyalty. Patient satisfaction is a significant intervening factor for both the Marketing Mix and the patient's experience, which in turn affects patient loyalty.