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Effect of Experiential Marketing on Loyalty with Patient Satisfaction as a Mediation Variable in Emergency Installation of X Hospital
Dian Suminar Pertiwi¹,Sri Andarini¹, Tita Hariyanti¹

Masters in Hospital Management, Faculty of Medicine, University of Brawijaya Malang.


Abstract

Many things are done by the company to make customers loyal, one of them is the concept of experiential marketing. Other efforts made to maintain the market are creating customer satisfaction. Medical record data in 2018, Emergency Room visit increases. From the preliminary study, 8 out of 10 customers felt dissatisfied. The results of the 2018 Hospital Hospital IGD customer satisfaction survey were 74%. This study was conducted with observational analytic. Data collection uses a questionnaire with purposive sampling of 100 respondents. Data analysis using Partial Least Square (PLS). The results showed that the majority of respondents were 67% with female gender, ages 26-41 years old, working as entrepreneurs with the latest education level was higher education. The results of the study also show that customer visits are more than 3 times and mostly use BPJS. Research shows that hospital experiential marketing is able to process patient experiences through emotional patients so that patients become satisfied and re-use hospital services. The results also indicate that experiential marketing has a dominant influence on loyalty. The positive and pleasant experiences that patients receive make patients loyal to the Plantation Hospital. Experiential marketing has been shown to have a significant influence on patient satisfaction. Patient satisfaction proved to have a significant influence on patient loyalty. Experiential marketing has proven to have a positive and significant influence on patient loyalty through patient satisfaction.

Keywords: experiential marketing, loyalty, satisfaction

Topic: Marketing Management

Link: https://ifory.id/abstract/ygQepdxMhEtf

Conference: The 4th International Conference of Hospital Administration (ICHA 2019)

Plain Format | Corresponding Author (Dian Pertiwi)

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