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Customer Satisfaction, Brand Love, and Emotional Brand Attachment: Building Loyalty for Hospital Marketing

In: Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2023)

Author

Listed:
  • Anggita Lusy Apria

    (Universitas Negeri Malang, Department Management, Faculty of Economics and Business)

  • Cesya Rizkika Parahiyanti

    (Universitas Negeri Malang, Marketing Management Program Study, Faculty of Applied Science and Technology)

Abstract

Technological advances and intense competition have forced hospitals, especially private hospitals that are profit-oriented and healthcare service providers, to determine the right business strategy by reviewing the factors that influence customer satisfaction and loyalty. The population of this study is customers of class B hospitals in Malang, whose number is unknown, so it includes an infinite population. This study involved as many as 227 respondents from distributing the survey. Data is processed using PLS-SEM. The results showed that Customer Satisfaction (X) had a positive and significant influence on Brand Loyalty (Y) for class B hospital customers in Malang City through Emotional Brand Attachment (Z1). That is, the effect of the variable Customer Satisfaction on Brand Loyalty can arise through Emotional Brand Attachment. However, the variable Customer Satisfaction (X) does not have a positive and significant effect on Brand Loyalty (Y) class B hospital customers through Brand Love (Z2). That is, the effect of the variable Customer Satisfaction on Brand Loyalty cannot arise through Brand Love.

Suggested Citation

  • Anggita Lusy Apria & Cesya Rizkika Parahiyanti, 2023. "Customer Satisfaction, Brand Love, and Emotional Brand Attachment: Building Loyalty for Hospital Marketing," Advances in Economics, Business and Management Research, in: Ika Zutiasari & Dediek Tri Kurniawan (ed.), Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2023), pages 196-206, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-302-3_23
    DOI: 10.2991/978-94-6463-302-3_23
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