The Relationship Between Marketing Mix and Patient Loyalty in Intensive Care Unit, Anutapura Public Hospital Palu

Napirah, Muhammad Ryman; Rau, Muh. Jusman; jah, Hadi

doi:10.36685/phi.v2i3.81

Cited by 2 publications

(2 citation statements)

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“…The service process is a series of procedures, a routine mechanism in which a service is delivered to consumers. 11 By holding a process of handling health problems, supporting services and administrative services that are fast, efficient and optimal so that they can support the products/services they sell. The researcher believes that the Haji Makassar Hospital has paid attention to the standard aspects of health services provided to all visiting patients, one of which can be seen starting from registration if the patient does not understand, visitors can ask the officer directly and then the officer will direct what services will be needed.…”

Section: The Influence Of the Process On Patient Satisfaction With Ty...mentioning

confidence: 99%

Analysis of The Influence of The Marketing Mix on The Satisfaction of Patients with Type 2 Diabetes Miletus Installation at Hajj General Hospital, Makassar

Salsabila¹,

Indar²,

Darmawansyah³

et al. 2023

Pharmacogn J.

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Marketing mix is a set of marketing tools used by companies to achieve marketing objectives. The marketing mix consists of nine components, namely product, price, place, promotion, people, process, physical evidence, performance, and strength. This study aims to determine the effect of the marketing mix on patient satisfaction with type 2 diabetes mellitus inpatient installations in public hospital in the Hajj area of Makassar, the type of research used was an analytical survey with a quantitative approach using cross sectional. The sample in this study was type 2 diabetes mellitus patients in the inpatient installation at the Hajj area general hospital as many as 81 people who were obtained by the probability sampling method, collecting data using a questionnaire instrument. Processing data using the Chi-Square test and multivariate logistic regression analysis. Based on the results of the study, there is an influence between the process (Process). Promotion, Place, and Power on patient satisfaction with type 2 diabetes mellitus in inpatient installations. The results of the multivariate analysis showed that the most dominant variable was placed (exp β = 19,093). The conclusion of several influential variables that are most related to patient satisfaction with the marketing mix, namely the place variable, which is the most important factor in patient satisfaction. It is hoped that the Haji Makassar Hospital will pay more attention to the services needed by the community in general, especially the location in terms of the number of rooms, parking and waiting rooms that are more adequate.

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Section: The Influence Of the Process On Patient Satisfaction With Ty...mentioning

confidence: 99%

Analysis of The Influence of The Marketing Mix on The Satisfaction of Patients with Type 2 Diabetes Miletus Installation at Hajj General Hospital, Makassar

Salsabila¹,

Indar²,

Darmawansyah³

et al. 2023

Pharmacogn J.

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“…Aditi at al (2019) found that service, price promotion, and brand equity together have a positive significant effect on customers preference (Aditi & Muda, 2019). Napira et al (2016) found a significant relationship between price and patient brand loyalty (Napirah, Rau, & Hadijah, 2016).…”

Section: Service Marketing MIX Elementsmentioning

confidence: 99%

The Effect of Brand Management Practices on Pati̇ent’s Brand Equity Perception and Hospital Preference

Özkoç

Cengiz

2020

International Journal of Health Management and Tourism

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Aim-It was aimed to examine the effect of brand management practices on patients' brand equity perception and hospital preference. Methodology-Data were collected by using a convenience sampling method from 500 participants. Cronbach's alpha coefficient, factor analysis, and structural equation modeling were performed to analyze internal consistency, construct validity and hypothesis test. Findings: This study has shown that; "price" affects brand loyalty and brand preference; "distribution-promotion" affects perceived quality and brand awareness/ association; "physical evidence", and "people" affect all brand equity dimensions; "process" affects perceived quality and brand preference. All "brand equity dimensions" have an effect on brand preference. Brand management practices have also an indirect effect on brand preference except "price promotion" and "process". Research limitations/Recommendations-The current study is limited by hospitals in İstanbul and Ankara. Further research could be done in different places and with more participants. Also, distribution-promotion structure could be examined separate structure by adding new variables. Practical İmplications-The findings provide insight for hospital managers and marketing managers to improve their hospital's brand equity productively. Originality-In the literature, some studies can be found on hospital brand or hospital preference. However, studies that were previously carried out reviewed partially of brand management practices or brand equity dimensions. This study looks holistic perspective. For this reason, this study aims to fill in the gap in the literature to provide holistic insight.

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The Relationship Between Marketing Mix and Patient Loyalty in Intensive Care Unit, Anutapura Public Hospital Palu

Cited by 2 publications

References 0 publications

Analysis of The Influence of The Marketing Mix on The Satisfaction of Patients with Type 2 Diabetes Miletus Installation at Hajj General Hospital, Makassar

Analysis of The Influence of The Marketing Mix on The Satisfaction of Patients with Type 2 Diabetes Miletus Installation at Hajj General Hospital, Makassar

The Effect of Brand Management Practices on Pati̇ent’s Brand Equity Perception and Hospital Preference

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