The Influence of Experiential Marketing and Service Innovation against Positive Word of Mouth with Patient Satisfaction as a Mediating Variable at Ntb Provincial Hospital

Abstract

The phenomenon of the emergence of many hospitals and increasing public knowledge and awareness about health causes demands on health care providers including hospitals are also increasing. The hospital must maintain its positive image to be able to seize the market. One of the positive images is built by positive word of mouth (positive WOM). Many factors encourage the formation of positive WOM. This study aims to examine the effect of experiential marketing and service innovation on positive WOM mediated by patient satisfaction. The population is all patients of NTB Provincial Hospital with a total sample of 100 people. The retrieval technique uses the purposive sampling method. Data analysis using SEM-Partial Least Square (PLS). The results showed that experiential marketing does not have a direct effect on positive WOM, but must be mediated by patient satisfaction. Experiential marketing and service innovation have a positive effect on patient satisfaction while service innovation has a positive effect on WOM both directly and mediated by patient satisfaction.