THE INFLUENCE OF RELATIONAL MARKETING AND EXPERIENTIAL MARKETING ON PATIENT LOYALTY WITH PSYCHOLOGICAL FACTORS AS A MODERATION VARIABLE IN OUTPATIENTS OF BHAKTI KARTINI HOSPITAL BEKASI

Tuti Alawiyah; Yanuar Ramadhan

doi:10.61397/tla.v2i3.378

Authors

Tuti Alawiyah Universitas Esa Unggul
Yanuar Ramadhan Universitas Esa Unggul

DOI:

https://doi.org/10.61397/tla.v2i3.378

Keywords:

Relational Marketing, Experiential Marketing, Patient Loyalty, Psychological Factors

Abstract

Patient loyalty is a major challenge for hospitals, including Bhakti Kartini Hospital Bekasi, which face intense competition in the health industry. This problem arises because there will be a decrease in the number of old and new patients in 2023. This is due to the lack of strong relationships between hospitals and patients, as well as inadequate patient experience. This research aims to analyze the influence of relationship marketing and experiential marketing on patient loyalty, with psychological factors as moderating variables. The research method used is quantitative with a cross-sectional study design. Data was collected from 170 outpatient respondents through a questionnaire consisting of questions related to relationship marketing, experiential marketing, psychological factors and patient loyalty. Data analysis was carried out using SEM-PLS. The research results show that relationship marketing, experiential marketing and psychological factors have a significant influence on patient loyalty both simultaneously and partially. In addition, psychological factors are proven to moderate the relationship between these two variables, thereby increasing the impact of relationship marketing and experiential marketing on patient loyalty. The implications of these findings demonstrate the importance for hospitals to develop communication systems and marketing strategies that focus on long-term relationships with patients and creating positive experiences. In this way, Bhakti Kartini Hospital can increase patient loyalty and strengthen its position in the health industry.

References

Abidova, A., Alcântara da Silva, P., & Moreira, S. (2023). The moderating effects of psychological factors and frequency of emergency department experiences: The role of relationship marketing on patient loyalty. Medicine, 102(37), e35134. https://doi.org/10.1097/MD.0000000000035134

Afifi, & Amini. (2021). Factors Affecting Relationship Marketing In Creating Customer Loyalty In The Hospital Services Business. ASEAN Marketing Journal •, X(2), 91–108. https://doi.org/10.21002/amj.v10i2.9111

Ajzen, I. (2005). EBOOK: Attitudes, Personality and Behaviour. McGraw-Hill Education.

Andalas, P. R., & Kartika, L. N. (2021). Experiential Marketing as a Means to Build Customer Loyalty in Traditional Concept Restaurants in Sleman Regency, Indonesia. International Journal of Multicultural and Multireligious Understanding, Business Faculty, Duta Wacana Christian University, Yogyakarta, Indonesia, February 2019, 400–412.

Ansori, P. B. (2022). The Effect of Relationship Marketing on Customer Loyalty. Adpebi International Journal of Multidisciplinary Sciences, 1(1), 45–53. https://doi.org/10.54099/aijms.v1i1.209

Ben-Rechav, G. G. (2000). Relationship Selling and Trust: Antecedents and Outcomes. University Microfilms.

Berry, L. L., & Parasuraman, A. (2004). Marketing Services: Competing Through Quality. Free Press.

Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer Behavior. Thomson South-Western.

Carmo, I. S. do, Marques, S., & Dias, Á. (2022). The Influence of Experiential Marketing on Customer Satisfaction and Loyalty. Journal of Promotion Management, 28(7), 994–1018. https://doi.org/10.1080/10496491.2022.2054903

Chavan, A., Mohanty, A., & Joshi, S. (2024). Examining the nexus of relationship marketing and patient loyalty: The mediation and moderation analysis. Environment and Social Psychology, 9. https://doi.org/10.54517/esp.v9i3.2105

Daga, R., & Indriakati, A. (2022). Religiosity, Social and Psychological Factors on Purchase Decisions and Consumer Loyalty. Jurnal Manajemen, 26, 469–491. https://doi.org/10.24912/jm.v26i3.941

Dew, R., & Allen, C. (2018). Customer Experience Innovation: How to Get a Lasting Market Edge. Emerald Publishing Limited.

El Garem, R. A. A., Fouad, A., & Mohamed, H. (2024). Factors associated with patient loyalty in private healthcare sector in Egypt. Journal of Humanities and Applied Social Sciences, 6(2), 181–206. https://doi.org/10.1108/jhass-09-2023-0106

Evans, D., & Cothrel, J. (2014). Social Customer Experience: Engage and Retain Customers through Social Media. Wiley.

Ferdinand, A. (2014). Metode Penelitian Manajemen. BP Undip.

Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Addison-Wesley Publishing Company.

Ghorbanzadeh, D., & Rahehagh, A. (2020). The role of emotional structures in the relationship between satisfaction and brand loyalty. Cogent Psychology, 7(1), 1782098. https://doi.org/10.1080/23311908.2020.1782098

Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25 (9th ed.). Semarang: Badan Penerbit Universitas Diponegoro.

Gregory, P. A. M., & Austin, Z. (2021). Understanding the psychology of trust between patients and their community pharmacists. Canadian Pharmacists Journal : CPJ = Revue Des Pharmaciens Du Canada : RPC, 154(2), 120–128. https://doi.org/10.1177/1715163521989760

Griffin, J. (1997). Customer Loyalty: How to Earn It, How to Keep It. Wiley.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis: A Global Perspective (7th ed.). Pearson Education Limited.

Hariyanti, T., Pradana, E. W., Wardani, D. S., & Fitriasari, N. (2023). Experiential Marketing to Increase Brand Trust and Loyalty of Non-Insurance Patients in the Outpatient Unit of the Army Hospital in Malang East Java, Indonesia. International Journal of Professional Business Review, 8(5), e02158. https://doi.org/10.26668/businessreview/2023.v8i5.2158

Hidayat, K., & Idrus, M. I. (2023). The effect of relationship marketing towards switching barrier, customer satisfaction, and customer trust on bank customers. Journal of Innovation and Entrepreneurship, 12(1), 29. https://doi.org/10.1186/s13731-023-00270-7

Karami, M., Eyüpoğlu, Ş. Z., & Ertugan, A. (2023). The Influence of Relational Benefits on Behavioral Intention and the Moderating Role of Habit: A Study in a Personal Service Business. Behavioral Sciences (Basel, Switzerland), 13(7). https://doi.org/10.3390/bs13070565

Kim, S. J., & Hyun, B. H. (2022). Effects of Psychological Variables on the Relationship between Customer Participation Behavior and Repurchase Intention: Customer Tolerance and Relationship Commitment. Economies, 10(12). https://doi.org/10.3390/economies10120305

Kotler, P., & Keller, K. L. (2017). Marketing Management. Pearson Education South Asia Pte Limited.

Kusumapradja, R. (2020). The Effect of Marketing Mix, Hospital Image, and Patient Loyalty on Intention for Retreatment over Outpatient Care at Pasar Minggu Hospital during COVID-19 Outbreak. Journal of Multidisciplinary Academic, 4(6), 361–367.

Lamb, C. W., McDaniel, C. D., & Hair, J. F. (2006). Marketing. Thomson/South-Western.

Mowen, J. C., & Minor, M. (2001). Consumer Behavior: A Framework. Prentice Hall.

Oliver, R. L. (2010). Satisfaction: A Behavioral Perspective on the Consumer. M.E. Sharpe.

Payne, A., & Frow, P. (2013). Strategic Customer Management: Integrating Relationship Marketing and CRM. Cambridge University Press.

Peng, Y. (2022). An Analysis of Experiential Marketing Strategy---Taking IKEA as an Example. In X. Li, C. Yuan, & J. Kent (Eds.), Proceedings of the 5th International Conference on Economic Management and Green Development (pp. 643–666). Springer Nature Singapore.

Peter, J. P., & Olson, C. J. (2010a). Consumer Behavior and Marketing Strategy (9th ed.). McGraw- Hill/Irwin.

Peter, J. P., & Olson, J. C. (2010b). Consumer Behavior & Marketing Strategy. McGraw-Hill.

Qian, Y., Wang, X., Huang, X., Li, J., Jin, C., Chen, J., & Sha, M. Y. (2024). The concept of experiential marketing in health services: uncovering the psychological factors behind patient satisfaction and loyalty in China. Frontiers in Psychology, 15(March). https://doi.org/10.3389/fpsyg.2024.1296032

Rahayu, C. (2023). The Influence of Relationship Marketing on Patient Loyalty Mediated by the Value Co-Creation Behavior of Patients at the Dental and Oral Education Hospital in Jakarta. Journal of Social Research, 2(3), 781–802. https://doi.org/10.55324/josr.v2i3.737

Ramadhan, F., Syah, T. Y. R., Hilmy, M. R., & Kusumapradja, R. (2020). The social media marketing effect on brand awareness and brand loyalty in Lasik Clinic Jakarta, Indonesia. Journal of Multidisciplinary Academic, 4(5), 313–318.

Santi, I. N., Sutomo, M., & Zahara, Z. (2020). The Role of Experiential Marketing on Customer Loyalty With Customer Satisfaction as a Moderating Variable in Bora Hot Spring Sigi, Central Sulawesi, Indonesia. Advances in Social Science, Education and Humanities Research, 477(Iccd), 356–359. https://doi.org/10.2991/assehr.k.201017.079

Schiffman, L., & Kanuk, L. (2010). Costumer Behavior (10 th). Pearson Education Limited.

Schmitt, B. (2011). Experience Marketing: Concepts, Frameworks and Consumer Insights. Now.

Setiawan, H., Hasyim, H., & Mutiara, R. (2020). Marketing Mix and Trust as A Visiting Intention Factors. Journal of Multidisciplinary Academic, 4(6), 373–380. https://www.kemalapublisher.com/index.php/JoMA/article/view/505

Sharif, M., Shao, B., Xiao, F., & Kashif, M. (2019). The Impact of Psychological Factors on Consumers Trust in Adoption of M-Commerce. International Business Research, 7. https://doi.org/10.5539/ibr.v7n5p148

Sivanandamoorthy, S., & Achchuthan, S. (2014). How “Relationship Marketing” Contributes to Gaining Customer Loyalty to Banking Industry in Sri Lanka? SSRN.

Smith, S., & Wheeler, J. (2002). Managing the Customer Experience: Turning Customers Into Advocates. Financial Times Prentice Hall.

Sugiyono. (2016). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Alfabeta.

Tüfekçi, Z., & Eser, Z. (2023). Importance of relationship marketing and service quality on patient loyalty. International Dental Journal, 73, S15–S16. https://doi.org/10.1016/j.identj.2023.07.226

Xu, W., Jung, H., & Han, J. (2022). The Influences of Experiential Marketing Factors on Brand Trust, Brand Attachment, and Behavioral Intention: Focused on Integrated Resort Tourists. Sustainability (Switzerland), 14(20). https://doi.org/10.3390/su142013000

Yıldırım, Y., Amarat, M., & Akbolat, M. (2022). Effect of relationship marketing on hospital loyalty: the mediating role of patient satisfaction. International Journal of Pharmaceutical and Healthcare Marketing, 16(3), 337–353. https://doi.org/10.1108/IJPHM-01-2021-0010

Yu, Y., Chen, Z., Zhao, Y., Wang, Y., Zhang, R., & Zhou, X. (2020). Medical service quality, psychological contract, and patient loyalty: An empirical study among patients in China. Medicine, 99(48), e21079. https://doi.org/10.1097/MD.0000000000021079

Zeithaml, V. A. (2013). Services Marketing. McGraw-Hill Education (India) Pvt Limited.