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The Effect of Marketing Strategy and Service Quality on Patient Loyalty via Patient Satisfaction

2025-11-30
Published
78-87
Pages
OPEN
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MS
Mohamad Safi’i
Faculty of Economics and Business, Dr. Soetomo University, Surabaya, Indonesia
SR
Slamet Riyadi
Faculty of Economics and Business, Dr. Soetomo University, Surabaya, Indonesia
Abstract

Purpose: This study aims to examine the influence of marketing strategies and service quality on patient loyalty through patient satisfaction at Kaimana Regional General Hospital, West Papua, with 96 respondents.

Research Methodology: The study uses a quantitative survey approach with primary data collected from 96 respondents at Kaimana Regional General Hospital, West Papua, and analyzed to test the relationships among marketing strategy, service quality, patient satisfaction, and patient loyalty.

Results: Marketing strategy and service quality both significantly influence patient satisfaction and patient loyalty at Kaimana Regional General Hospital, West Papua. Additionally, patient satisfaction mediates the effect of marketing strategy and service quality on patient loyalty, highlighting the importance of satisfaction as an intervening factor.

Conclusions: The study concludes that Service Quality has a positive and significant effect on both Patient Satisfaction and Patient Loyalty, while Marketing Strategy shows a significant direct effect only on Patient Loyalty. Patient Satisfaction positively mediates the effect of Service Quality on Patient Loyalty. Marketing Strategy’s influence on loyalty through satisfaction is positive but insignificant.

Limitations: The study is limited to 96 patients at Kaimana Regional General Hospital, West Papua, which may constrain the generalizability of results to other hospitals or regions. Additionally, the cross-sectional design and reliance on survey-based primary data may introduce bias and limit temporal inferences.

Contributions: This research provides empirical evidence highlighting the importance of Service Quality and Marketing Strategy in shaping Patient Loyalty, emphasizing the mediating role of Patient Satisfaction. The findings can guide hospital management in designing strategies to enhance service delivery, patient experiences, and long-term loyalty.

Customer Loyalty Marketing Strategy Patient Loyalty Patient Satisfaction Service Quality
How to Cite
Safi’i , M. ., & Riyadi, S. (2025). The Effect of Marketing Strategy and Service Quality on Patient Loyalty via Patient Satisfaction. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan , 5(2), 78-87. https://doi.org/10.52909/jbemk.v5i1.242
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How to Cite

Safi’i , M. ., & Riyadi, S. (2025). The Effect of Marketing Strategy and Service Quality on Patient Loyalty via Patient Satisfaction. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan , 5(2), 78-87. https://doi.org/10.52909/jbemk.v5i1.242
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Vol. 5 No. 2 (2025): November
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