ANALYSIS OF THE EFFECT OF RELATIONSHIP MARKETING AND PATIENTS’ SATISFACTION ON PATIENTS’ LOYALTY (A case in X Hospital)

Jonathan Satryautama, Innoncentius Bernarto

Abstract


Abstract: This study aims to examine whether there is a positive relationship between relationship marketing and patient’s satisfaction on patients’ loyalty. There were 100 inpatients of VIP class and class 1 of X Hospital involved as the respondents chosen through a convenience sampling method. The instrument used to collect the data was a questionnaire which was also tested for its validity and reliability and analysed using PLS-SEM of Smart PLS 3.0 program. The results revealed that relationship marketing has a positive effect on loyalty and satisfaction and satisfaction has a positive effect on loyalty.

Keywords : Relationship Marketing,Satisfaction, Loyalty, Hospitals



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DOI: https://doi.org/10.35794/jmbi.v6i3.26682

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