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.
International Journal of Pharmaceutical and Healthcare Marketing – Emerald Publishing
Published: Mar 22, 2021
Keywords: Customer loyalty; Customer satisfaction; Ghana; Private hospitals; Relationship marketing
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