Connecting the vital link nodes to superior value creation in private health-care marketing in Ghana: a relationship marketing paradigm
International Journal of Pharmaceutical and Healthcare Marketing
ISSN: 1750-6123
Article publication date: 11 November 2020
Issue publication date: 22 March 2021
Abstract
Purpose
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/approach
A 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.
Findings
The 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 implications
The study reinforces the role of RM as a significant driver of marketing performance in private hospitals.
Originality/value
The results are intended to guide policymakers of private hospitals to manage relationships to gain competitive advantage.
Keywords
Citation
Anabila, P. (2021), "Connecting the vital link nodes to superior value creation in private health-care marketing in Ghana: a relationship marketing paradigm", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 15 No. 1, pp. 155-172. https://doi.org/10.1108/IJPHM-11-2019-0071
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited