Research Paper
Year: 2022 | Month: July | Volume: 9 | Issue: 7 | Pages: 646-659
DOI: https://doi.org/10.52403/ijrr.20220770
Influence of Relationship Marketing on Customer Loyalty (Case Study of Midwives Patient Referral in Bekasi Regency)
Dayan Rahmanto1, Ujang Sumarwan2, Nimmi Zulbainarni3
1,3School of Business, IPB University, Jl. Raya Padjajaran Bogor, Indonesia
2Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB
University, Indonesia, 16680
Corresponding Author: Dayan Rahmanto
ABSTRACT
Midwives are important in maintaining maternal & child health in Indonesia. Midwives often have to refer patients to hospitals, due to lack of facilities or also limited work scope. On patients seeking treatment with personal funds, referral system usually follows policies of the midwife concerned. On heavily populated urban area like Bekasi regency, hospitals must compete for limited midwives' referral. The data collection from respondents was carried out using an offline and online questionnaire. The sample respondents were Bekasi Regency midwives who had referred their patients to hospitals. Based on research, 151 respondents were selected through purposive sampling method. This research used SmartPLS. Relationships between variables were investigated with structural equation modeling and the results analyzed with STP & 7P Marketing Mix analysis. The findings indicated that outcome quality as part of relationship marketing had a significant effect on customer trust. Customer trust also had a significant effect on the customer value and loyalty, while interaction and physical environment quality had no significant effect on midwives' loyalty. So, it's improved that hospitals maintained & continuously their outcome quality on referral patients. Through STP (segmenting, targeting, and positioning) and 7P marketing mix approach, the author recommends that hospitals must make patient needs a top priority and be able to serve swiftly and maximally, especially in three most cases of midwife referral patients, namely mild/ severe pre-eclampsia, premature rupture of membranes, and breech delivery. Hospitals must also integrate their service with good marketing and systematic information delivery process.
Keywords: customer loyalty, customer trust, customer value, relationship marketing, service quality, midwives, STP, 7P marketing mix
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