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All Journal Eduvest - Journal of Universal Studies
Nur Al Islamiyah, Maryam
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Aerospace Engineering Computer Science & IT Health Professions Neuroscience Social Sciences

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Analyzing the Impact of Marketing Mix and Hospital Brand Image on Patient Satisfaction and Loyalty: A Study at XYZ Maternity Hospital Nur Al Islamiyah, Maryam; Wuisan, Dewi Sri Surya
Eduvest - Journal of Universal Studies Vol. 4 No. 10 (2024): Journal Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v4i10.1581

Abstract

This study examines the impact of the marketing mix and hospital brand image on patient satisfaction and loyalty at XYZ Maternity Hospital. As healthcare services face increasing competition, especially among hospitals, marketing strategies such as the 7P marketing mix and brand image play a crucial role in enhancing patient satisfaction and building loyalty. The study uses a quantitative method with 205 postpartum patients as respondents. Data analysis using PLS-SEM reveals that both the marketing mix and hospital brand image have a significant positive effect on patient satisfaction, which in turn strongly influences patient loyalty. These findings underscore the importance of focusing on improving patient-centered services and maintaining a positive hospital image to foster long-term patient loyalty.
Co-Authors Wuisan, Dewi