Effect of Marketing Mix on Outpatient Loyalty at Hajj Hospital, Jakarta, Indonesia
Abstract
Since 2018, there have been disparities in the research results on items, prices, locations, promotions, people, processes, and physical evidence associated with customer loyalty based on the marketing mix and customer or patient loyalty. This study compares the theory and practice concerning the effect of marketing mix on outpatients’ loyalty. Hajj Hospital is currently experiencing a drop in the number of patients, although numerous promotional efforts have been made, particularly during the COVID-19 pandemic. It is anticipated that the marketing mix will enhance consumer views of a product’s quality, as measured by consumers’ evaluations of the product. If the consumer perceives that the hospital provides high-quality services, the hospital’s image will be positive; this condition might boost customer or patient satisfaction. This study aims to determine which element of the marketing mix has the most significant impact on patient loyalty at Hajj Hospital. This study used a quantitative cross-sectional design approach with 100 outpatient samples and was analyzed using SPSS. Additional studies incorporated planning, control, monitoring, and evaluation into the marketing mix utilizing longitudinal studies or interventions for healthcare professionals that provide services to patients.
Keywords:marketing mix, patient, loyalty, Hajj Hospital Jakarta.
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