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Connecting the vital link nodes to superior value creation in private health-care marketing in Ghana: a relationship marketing paradigm

Connecting the vital link nodes to superior value creation in private health-care marketing in... This study aims to explore the utility of relationship marketing (RM) practices in achieving customer loyalty (CL) via customer satisfaction (CS) as the mediator.Design/methodology/approachA convenience sampling of 592 customers of private hospitals was used to generate data. Structural equation modelling (SEM) was used to analyse data to generate findings.FindingsThe study establishes a direct positive association between RM practices and CL. The study also found that CS mediates the relationship between RM practices and CL.Practical implicationsThe study reinforces the role of RM as a significant driver of marketing performance in private hospitals.Originality/valueThe results are intended to guide policymakers of private hospitals to manage relationships to gain competitive advantage. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Pharmaceutical and Healthcare Marketing Emerald Publishing

Connecting the vital link nodes to superior value creation in private health-care marketing in Ghana: a relationship marketing paradigm

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1750-6123
DOI
10.1108/ijphm-11-2019-0071
Publisher site
See Article on Publisher Site

Abstract

This study aims to explore the utility of relationship marketing (RM) practices in achieving customer loyalty (CL) via customer satisfaction (CS) as the mediator.Design/methodology/approachA convenience sampling of 592 customers of private hospitals was used to generate data. Structural equation modelling (SEM) was used to analyse data to generate findings.FindingsThe study establishes a direct positive association between RM practices and CL. The study also found that CS mediates the relationship between RM practices and CL.Practical implicationsThe study reinforces the role of RM as a significant driver of marketing performance in private hospitals.Originality/valueThe results are intended to guide policymakers of private hospitals to manage relationships to gain competitive advantage.

Journal

International Journal of Pharmaceutical and Healthcare MarketingEmerald Publishing

Published: Mar 22, 2021

Keywords: Customer loyalty; Customer satisfaction; Ghana; Private hospitals; Relationship marketing

References