Antecedents of the Marketing Mix and Brand Image on Willingness to Recommend
DOI:
https://doi.org/10.38035/dijefa.v5i4.3197Keywords:
marketing mix, brand image, patient satisfaction, willingness to recommend, hospitalAbstract
With the anticipated rise in the number of hospitals driven by population growth, increasing healthcare expenditure, and escalating lifestyle-related disease risks, the hospital industry is facing intensified competition. Patient recommendations play a crucial role in hospital marketing, heavily influenced by patient satisfaction with service quality and a hospital's positive image. However, many hospitals encounter challenges with patient reluctance to recommend. This study evaluates patient satisfaction and willingness to recommend, focusing on a new hospital in Tasikmalaya. The sample consisted of 300 outpatients over 18 years old who had been treated at least twice. Data were gathered through randomly distributed questionnaires and analyzed using PLS-SEM. The findings reveal that the marketing mix, brand image, and patient satisfaction significantly and positively impact willingness to recommend. While the marketing mix has a positive but not significant effect on patient satisfaction, brand image significantly enhances patient satisfaction. Additionally, the marketing mix and brand image positively and significantly influence willingness to recommend when mediated by patient satisfaction.
References
Azhar, M. E., Jufrizen, J., Prayogi, M. A., & Sari, M. (2019). The role of marketing mix and service quality on tourist satisfaction and loyalty at Samosir. Independent Journal of Management & Production, 10(5), 1662–1678. https://doi.org/10.14807/ijmp.v10i5.937
Baquero, A. (2022). Net Promoter Score (NPS) and Customer Satisfaction: Relationship and Efficient Management. Sustainability, 14(4), 2011. https://doi.org/10.3390/su14042011
Bernarto, I., Berlianto, M. P., Meilani, Y. F. C. P., Masman, R. R., & Suryawan, I. N. (2020). The Influence Of Brand Awareness, Brand Image, And Brand Trust On Brand Loyalty. Jurnal Manajemen, 24(3), 412. https://doi.org/10.24912/jm.v24i3.676
Budiman, C., & Achmadi, H. (2023). The Effect of Marketing Mix on Patient Satisfaction and Their Impact on Patient Loyalty in Hospital Inpatients. Jurnal Manajemen Kesehatan Indonesia, 11(1), 1–9. https://doi.org/10.14710/jmki.11.1.2023.1-9
Dam, S. M., & Dam, T. C. (2021). Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty. Journal of Asian Finance, Economics and Business, 8(3), 585–593. https://doi.org/10.13106/jafeb.2021.vol8.no3.0585
Eid, R., El-Kassrawy, Y. A., & Agag, G. (2019). Integrating Destination Attributes, Political (In)Stability, Destination Image, Tourist Satisfaction, and Intention to Recommend: A Study of UAE. Journal of Hospitality & Tourism Research, 43(6), 839–866. https://doi.org/10.1177/1096348019837750
Farghaly, M. et al. (2021) ‘Patient satisfaction with a tertiary hospital in Egypt using a hcahps-derived survey’, Journal of Multidisciplinary Healthcare, 14, pp. 3053–3060. doi: 10.2147/JMDH.S317322.
Funk, C., & Gramlich, J. (2020). Amid Coronavirus Threat, Americans Generally have a High Level of Trust in Medical Doctors. Pew Research Center. https://www.pewresearch.org/fact-tank/2020/03/13/amid-coronavirus-threat-americans-generally-have-a-high-level-of-trust-in-medical-doctors/
Hayati, S., Suroso, A., Suliyanto, S., & Kaukab, M. E. (2020). Customer satisfaction as a mediation between micro banking image, customer relationship and customer loyalty. Management Science Letters, 2561–2570. https://doi.org/10.5267/j.msl.2020.3.039
Hendsun, H., & Achmadi, H. (2021). Antecedent Hospital Environment , Communication and Responsiveness in Hospitals during the Covid-19 Pandemic According to Patient Perceptions of Willingness to Recommend. Budapest International Research and Critics Institute: Humanities and Social Sciences, 5(1), 6576–6589.
Huang, L. C., Gao, M., & Hsu, P. F. (2019). A study on the effect of brand image on perceived value and repurchase intention in ecotourism industry. Ekoloji, 28(107), 283–287.
Lubis, Y. D. (2023). Analisis bauran pemasaran terhadap kepuasan pasien rawat jalan di Rumah Sakit Umum Haji Medan tahun 2021 [Thesis]. Institut Kesehatan Helvetia.
Mandagi, D. W. et al. (2024) ‘Empirical nexus of hospital brand gestalt, patient satisfaction and revisit intention’, International Journal of Pharmaceutical and Healthcare Marketing, 18(2), pp. 215–236. doi: 10.1108/IJPHM-04-2023-0030.
Ministry of Health Indonesia. (2021). Peraturan Pemerintah Republik Indonesia Nomor 47 Tahun 2021 (Issue 086146 A).
Ministry of Health Indonesia. (2023). Rekap RS. IT Ditjen Yankes. https://sirs.kemkes.go.id/fo/home/dashboard_rs
Nasution, N. R. A. et al. (2020) ‘The Effect of Marketing Mix on Patient Satisfaction in Prima Vision Medan Special Hospital in 2019’, 7(August), pp. 241–249.
Putri, R. D., Tj, H. W., & Wahyoedi, S. (2023). Pengaruh Kualitas Pelayanan Dan Citra Merek Terhadap Loyalitas Dimediasi Oleh Kepuasan Pasien. Jurnal Universitas Gresik, 11(3), 636–646.
Rahman, M. S., Mannan, M., Hossain, M. A., & Zaman, M. H. (2018). Patient’s behavioral intention: public and private hospitals context. Marketing Intelligence and Planning, 36(3), 349–364. https://doi.org/10.1108/MIP-08-2017-0155
Shimizu, Y. (2020). Hospitals. World Health Organization. https://www.who.int/health-topics/hospitals#tab=tab_3
Sudari, S. A., Tarofder, A. K., Khatibi, A., & Tham, J. (2019). Measuring the critical effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products. Management Science Letters, 1385–1396. https://doi.org/10.5267/j.msl.2019.5.012
Titin Herawaty, M., Rahman, A., Rohimah, L., Ivan Taruna, H., Dwi Styaningrum, E., & Suleman, D. (2022). The Influence of Service Quality and Price on Alfamart Consumer Loyalty with Customer Satisfaction As Mediation Variables. International Journal Of Social And Management Studies (IJOSMAS), 3(2), 246–257.
Tj, H. W., & Widjaja, B. T. (2024). The role of relational benefits and brand experience in forming customer perceived value and its impact on e-WOM and willingness to pay more. Uncertain Supply Chain Management, 12(3), 2023–2030. https://doi.org/10.5267/j.uscm.2024.2.004
Vyas, P., Bojja, G. R., Ambati, L. S., Liu, J., & Ofori, M. (2021). Prediction of Patient Willingness to Recommend Hospital: A Machine Learning-based Exploratory Study. 27th Annual Americas Conference on Information Systems, August.
Wardani, I. K., Adhani, R., Maulideya, F., & Kirana, F. (2024). The Effect of Marketing Mix on Patient Loyalty: Study at Dental and Oral Hospital in Wetlands. Malahayati Nursing Journal, 6(1), 43–57. https://doi.org/10.33024/mnj.v6i1.11477
Wirtz, J., & Lovelock, C. (2021). Services Marketing: People, Technology, Strategy, 9th edition. World Scientific (US). https://doi.org/10.1142/y0024
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Hery Winoto Tj, Thong Felicia Melinda, Fushen
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA).
