Abstract
This study aimed to examine the effect of experiential marketing on patient satisfaction and patient loyalty. It also attempted to discover the experiential-marketing dimension with the predominant effect. It is a quantitative study with a cross-sectional approach. The study population was all inpatients in Rumah Sakit Islam (RSI) Unisma Malang between February and March 2017. The researchers selected 197 respondents as samples using the purposive sampling method from all ward classes except VVIP class. This study’s exogenous variable was experiential marketing, whereas the endogenous variable was patient satisfaction and loyalty. As the instrument, the researchers used a questionnaire to reveal the patients’ perceptions and hopes about experiential marketing applied by the hospital and their satisfaction and loyalty. The researchers used Partial Least Square (PLS) as a data analysis method. The study showed that experiential marketing dimensions (consisting of sense, feel, think, act, and relate) positively and significantly affected patient satisfaction. Experiential marketing insignificantly and indirectly affected patient loyalty through patient satisfaction, and ‘relate’ was the most dominant dimension of experiential marketing in building patient satisfaction.
 
 Keywords: experiential marketing; patient satisfaction; patient loyalty.
Highlights
Kemungkinan tidak banyak pasien yang memilih rawatH2: Experiential marketing mempengaruhi loyalitas inap di rumah sakit
Article Info: Dikirim: Maret 2021 Ditinjau: Maret 2021 Diterima: 07 April 2021 the instrument, the researchers used a questionnaire to reveal the patients’ perceptions and hopes about experiential marketing applied by the hospital and their satisfaction and loyalty
The study showed that experiential marketing dimensions positively and significantly affected patient satisfaction
Summary
H2: Experiential marketing mempengaruhi loyalitas inap di rumah sakit. H3: Kepuasan pasien berpengaruh terhadap loyalitas yang memilih rawat inap berkaitan dengan upaya pasien rawat inap di RSI Unisma pemasaran rumah sakit. H4: Experiential marketing mempengaruhi loyalitas individu dan kelompok untuk mendapatkan kebutuhan pasien rawat inap melalui kepuasan pasien rawat dan keinginan (Kotler dan Keller, 2009) dalam inap di RSI Unisma. Penelitian ini menggunakan experiential marketing (Nusantara, 2020) menjelaskan lima dimensi pemasaran sebagai variabel independen yang diukur dengan lima (sense, feel, think, act, and relate): 'sense' berhubungan indikator Schmitt dalam (Nusantara, 2020): sense, feel, dengan simbol, gaya verbal dan visual yang dapat think, act, dan relate. Variabel terikat penelitian ini dipahami oleh panca indera dan menyampaikan kesan; adalah kepuasan dan loyalitas pasien.
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