Marketing Innovativeness on Marketing Performance: Role of Religio-Centric Relational Marketing Strategy

Mulyana, Mulyana; Hendar, Hendar; Zulfa, Moch; Ratnawati, Alifah

doi:10.1080/15332667.2019.1664869

Cited by 20 publications

(20 citation statements)

References 67 publications

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“…Literature review 2.1 Relationship marketing Relationship marketing, something that has been implemented from the past to the present but its scientific foundations have been laid out only in recent years, is a new modern marketing strategy (Kaya and Ozdemir, 2014). The concept is derived from Relationship Marketing Theory (Mulyana, 2020). This theory is based on business marketing, marketing channels, marketing services and marketing data.…”

Section: Introductionmentioning

confidence: 99%

Effect of relationship marketing on hospital loyalty: the mediating role of patient satisfaction

Yıldırım

Amarat

Akbolat

2022

IJPHM

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Purpose This study aims to reveal the mediating role of patient satisfaction on the impact of relationship marketing on hospital loyalty. Design/methodology/approach The scale questionnaires used in the study was the Relationship Marketing, Hospital Loyalty and the Patient Satisfaction Scale. The population of the study is made up of the patients who received in-hospital services in private hospitals operating in Kocaeli province. The field study was conducted between August 1 and October 31, 2019. After determining the sample size, the study was conducted on 401 patients in private hospitals primarily using the purposive sampling method. Descriptive statistics, correlation analysis and statistical package for the social sciences Process Macro were used to analyze the data. Findings According to the findings of this study, patient satisfaction has an effect on hospital loyalty. Relationship marketing has an impact on hospital loyalty, and this effect is further enhanced by patient satisfaction. In other words, patient satisfaction has a mediating role in the impact of relationship marketing on hospital loyalty. Relationship marketing plays an important role in creating hospital loyalty and patient satisfaction. For this reason, it is recommended that health institutions adopt relationship marketing practices. Hospital loyalty and patient satisfaction will be ensured through relationship marketing. This will allow the health-care institution to continue to exist and to be more advantageous than other institutions. Originality/value The uniqueness of the paper lies not only in the only regression findings but also in the methodology used to capture the impact of the lagged effect of marketing relationships on hospital loyalty. Specifically, a regression model is based on both direct and indirect effects.

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Section: Introductionmentioning

confidence: 99%

Effect of relationship marketing on hospital loyalty: the mediating role of patient satisfaction

Yıldırım

Amarat

Akbolat

2022

IJPHM

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“…Hal ini menjadi masukkan yang berrati untuk melakukan kegiatan periklanan, promosi penjualan, dan promosi yang dilakukan dengan baik melalui media sosial. (Mulyana et al, 2020) menambahkan, pentingnya membangun hubungan yang baik dengan pelanggan (customer insight) dan memperluas wawasan pasar merupakan bagian dari strategi marketing dalam upaya meningkatkan kinerja pemasaran. Hubungan ini dapat dijadikan dasar analisa bagi pimpinan organisasi untuk mengukur pencapaian kinerja organisasi.…”

Section: Marketing Performanceunclassified

Pengaruh Entrepreneurial Marketing Terhadap Marketing Performance Yang Dimediasi Oleh Marketing Assistant

Purwanto¹,

Perkasa²

2022

JMSAB

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This research was conducted on the garment manufacturing industry in Sukabumi, West Java during the COVID-19 pandemic. The purpose of this study was to examine the effect of Entrepreneurial Marketing (EM) on Marketing Performance (MP) with Marketing Assiatant (MA) as a mediation variable. The data in the study consisted of 235 populations with 149 samples. Data analysis in this study used quantitative methods with the SmartPLS 3.2.9 test tool. MA is government assistance help to maintain the sustainability of the SMEs industries, considering that this sector is also a social safety net.

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“…Marketing strategies and capabilities are very important for high performance in competitive markets. Hence, marketing managers are required to adopt and favor unique marketing strategies [ 78 ]. An organization with intention to compete, earn profit and gain a sustainable positon in the market needs adjustment in the marketing strategy (especially adopting export marketing [ 74 ]).…”

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

Unleashing the importance of creativity, experience and intellectual capital in the adaptation of export marketing strategy and competitive position

Ali

Latif

2020

PLoS ONE

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Export marketing strategy has become an exciting research topic in strategic management literature because of its momentous role in sustainable competitive advantage and performance of firms. However, it is not yet recognized what factors enable top management team in adaptation of the export marketing strategy. This research aims to unleash how the intangible skills; creativity, business experience and intellectual capital facilitate marketing managers in adaptation of the expert marketing strategy (product, price, promotion and distribution) that can spur sustainable competitive performance. We collected data from 293 SMEs and used structural equation modeling for testing the hypotheses. The results indicate that the intangible skills; creativity, experience and intellectual capital do not directly contribute to sustainable competitive performance. However, creativity has a significant influence on product, price, promotion and distribution strategy, experience has a significant influence on product, price and promotion strategy and intellectual capital is only a significant predictor of product strategy. In the dimensions of export marketing strategy, product, price and distribution significantly while promotion does not significantly contribute to sustainable competitive performance. Moreover, export marketing strategy adaptation fully mediates the relationship between creativity and sustainable competitive performance as well as between experience and sustainable competitive performance while it does not mediate the path between intellectual capital and sustainable competitive performance. The findings recommend SMEs to emphasize highly skilled marketing staff who have competencies (experience, creative and intellectual) in order to build an effective export marketing strategy—resulting sustainable competitive performance. Further implications are discussed.

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Marketing Innovativeness on Marketing Performance: Role of Religio-Centric Relational Marketing Strategy

Cited by 20 publications

References 67 publications

Effect of relationship marketing on hospital loyalty: the mediating role of patient satisfaction

Effect of relationship marketing on hospital loyalty: the mediating role of patient satisfaction

Pengaruh Entrepreneurial Marketing Terhadap Marketing Performance Yang Dimediasi Oleh Marketing Assistant

Unleashing the importance of creativity, experience and intellectual capital in the adaptation of export marketing strategy and competitive position

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