The Impact of Experiential Marketing to Customer Loyalty in Hospitals
Downloads
Background: Studies on experiential marketing in various types of industries are proven to have an impact on customer loyalty. The increasing number of health care creates competition in the market. Hospitals are not spared from this competition so that the application of appropriate marketing is important to create customer loyalty.
Objectives: This study was conducted to identify the effect of experiential marketing based on the indicators: sense, feel, think, act, and relate to customer loyalty in hospitals.
Methods: Scoping Review was conducted using the guidelines from the JBI Manual for Evidence Synthesis. Searches were conducted on electronic databases including PubMed, Garuda, Indonesia Onesearch, and ScienceDirect.
Results: The results showed that experiential marketing based on its indicators, namely sense, feel, think, act, and relate in hospitals has an effect on customer loyalty.
Conclusions: Hospitals should be able to provide a pleasant experience for patients, one of which is by implementing experiential marketing.
Chang, W. J. (2021) ‘Experiential marketing, brand image and brand loyalty: a case study of Starbucks', British Food Journal, 123(1). doi: 10.1108/BFJ-01-2020-0014.
Dimyati, M. (2014) ‘Peranan Experiential Marketing dan Kepuasan Pasien dalam Menciptakan Loyalitas Pasien Rumah Sakit Fatimah Banyuwangi', Jurnal Ekonomi Akuntansi dan Manajemen, 13(2).
Fatmasari, E. Y., Sudiro and Arso, S. P. (2016) ‘Analysis of Promotional Mix Effect (Marketing Communication Mix) on Patient Loyalty in Obstetric and Gynaecology Outpatient Unit in RSIA Kurnia Cilegon', Jurnal Manajemen Kesehatan Indonesia, 3(3). Available at: https://ejournal.undip.ac.id/index.php/jmki/article/view/10450/8325.
Iisnawati, Nofiawaty and Nazaruddin, A. (2020) ‘Consumer Loyalty of Shopee's User in South Sumatera through Experiential Marketing', Sriwijaya International Journal of Dynamic Economics and Business, 3(4), p. 301. doi: 10.29259/sijdeb.v3i4.301-314.
Lukmansyah, M. S. (2019) ‘Pengaruh Penerapan Experiential Marketing Terhadap Customer Loyalty (Studi Pada Konsumen Rumah Sakit Pondok Indah Kelas VIP di Jakarta)', Jurnal Ilmiah Mahasiswa FEB, 8(1).
Masyitoh, C. D., Sumarni, S. and Sarwadhamana, R. J. (2021) ‘The Effectiveness of Social Media Facebook and Instagram as Hospital Promotional Media', Jurnal Manajemen Kesehatan Indonesia, 9(3), pp. 236–241. doi: 10.14710/jmki.9.3.2021.236-241.
Nasrah, R. and Agriqisthi (2020) ‘The Effect Of Experiential Marketing Toward Customer Loyalty (Empirical Study Of Fast Food Restaurants In Padang City)', International Journal of Management and Business (IJMB), 1(2), pp. 104–110. doi: 10.46643/ijmb.v1i2.46.
Pawitra, T. G. and Harsono, S. (2013) ‘Pengaruh Kualitas Layanan dan Kepuasan Emosional Terhadap Kualitas Hubungan dan Loyalitas Pelanggan KFC di Surabaya', Journal of Business and Banking, 3(1), p. 17. doi: 10.14414/jbb.v3i1.251.
Pertiwi, D. S. (2019) Pengaruh Experiential Marketing Terhadap Loyalitas dengan Kepuasan Pasien Sebagai Variabel Mediasi di Instalasi Gawat Darurat Rumah Sakit Perkebunan Jember. Universitas Brawijaya. Available at: http://repository.ub.ac.id/id/eprint/177124/1/Dian Suminar Pertiwi %282%29.pdf.
Rohmat Dwi Jatmiko and Sri Nastiti Andharini (2012) ‘Analisis Experiential Marketing dan Loyalitas Pelanggan Jasa Wisata (Studi pada Taman Rekreasi Sengkaling Malang)', Jurnal Manajemen dan Kewirausahaan, 14(2). doi: 10.9744/jmk.14.2.128-137.
Same, S. and Larimo, J. (2012) ‘Marketing Theory: Experience Marketing and Experiential Marketing', in The 7th International Scientific Conference ‘Business and Management 2012'. Selected papers. Vilnius, Lithuania: Vilnius Gediminas Technical University Publishing House Technika, pp. 480–487. doi: 10.3846/bm.2012.063.
Schmitt, B. (1999) ‘Experiential marketing, How to get customers to sense, feel, think, act, and relate to your company and brands', New York.
Soliha, E. et al. (2021) ‘The Influence of Experiential Marketing and Location on Customer Loyalty', Journal of Asian Finance, 8(3), pp. 1327–1338. doi: 10.13106/jafeb.2021.vol8.no3.1327.
Wu, M.-Y. and Tseng, L.-H. (2014) ‘Customer Satisfaction and Loyalty in an Online Shop: An Experiential Marketing Perspective', International Journal of Business and Management, 10(1). doi: 10.5539/ijbm.v10n1p104.
Zena, P. A. and Hadisumarto, A. D. (2013) ‘The Study of Relationship among Experiential Marketing, Service Quality, Customer Satisfaction, and Customer Loyalty', ASEAN Marketing Journal, 4(1). doi: 10.21002/amj.v4i1.2030.
Copyright (c) 2023 Nindya Arifani Nurseha, Diansanto Prayoga
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Media Gizi Kesmas by Unair is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
1. The journal allows the author(s) to hold the copyright and to retain the publishing right of the article without restrictions.
2. The legal formal aspect of journal publication accessibility refers to Creative Commons Attribution-Share-Alike (CC BY-SA).
3. The Creative Commons Attribution-Share-Alike (CC BY-SA) license allows re-distribution and re-use of a licensed work on the conditions that the creator is appropriately credited and that any derivative work is made available under "the same, similar or a compatible license”. Other than the conditions mentioned above, the editorial board is not responsible for copyright violations.