Navigating Healthcare's Digital Transformation : How Service Reliability and Digital Content Strategy Drive Patient Loyalty Through Trust
DOI:
https://doi.org/10.70062/globalmanagement.v2i3.301Keywords:
digital content marketing, patient loyalty, service reliability, trustAbstract
The digitalization of healthcare had prompted health institutions to adopt digital content marketing as an innovative strategy for service promotion and patient loyalty development, while preserving service reliability as a crucial loyalty factor. Recent empirical research had revealed inconsistent findings about the non-linear relationships among these variables, which necessitated additional investigation incorporating trust as a mediating factor. This research sought to provide empirical validation of how trust mediated the relationship between service reliability, digital content marketing, and patient loyalty within hospital settings. The study employed a cross-sectional methodology using purposive sampling with 119 outpatients from Hermina Kemayoran Hospital in Jakarta. The analytical approach utilized the three box method for descriptive analysis and Partial Least Square-Structural Equation Modeling (PLS-SEM) via Smart-PLS 4 for inferential analysis. Results demonstrated that both digital content marketing and service reliability influenced patient loyalty indirectly through trust mediation, though digital content marketing's indirect influence was considerably weaker than its direct impact. The research determined that trust served as a partial mediator in how digital content marketing and service reliability affected patient loyalty development in hospital environments.
References
Abuhmeidan, T. M., The influence of digital marketing on brand equity for private hospitals in Jordan, Doctoral dissertation, University of Bedfordshire, 2023.
AlOmari, F. and Hamid, A. B., “Strategies to improve patient loyalty and medication adherence in Syrian healthcare setting: The mediating role of patient satisfaction,” PLOS ONE, vol. 17, no. 11, e0272057, 2022. [Online]. Available: https://doi.org/10.1371/journal.pone.0272057
Asnawi, A. A., Awang, Z., Afthanorhan, A., Mohamad, M., and Karim, F., “The influence of hospital image and service quality on patients' satisfaction and loyalty,” Management Science Letters, vol. 9, pp. 911–920, 2019. [Online]. Available: https://doi.org/10.5267/j.msl.2019.2.011
Basu, P. and Naskar, M., “The impact of digital marketing on consumer behavior: A comprehensive review,” International Journal of Applied Science and Engineering, vol. 11, no. 2, pp. 99–107, 2023. [Online]. Available: https://doi.org/10.30954/2322-0465.2.2023.2
Chandra, A. F. and Nadjib, M., “Digital marketing in the hospital: A scoping review,” Journal of World Science, vol. 2, no. 1, pp. 46–51, 2023. [Online]. Available: https://doi.org/10.58344/jws.v2i1.178
Dam, S. M. and Dam, T. C., “Relationships between service quality, brand image, customer satisfaction, and customer loyalty,” The Journal of Asian Finance, Economics and Business, vol. 8, pp. 585–593, 2021.
DeVellis, R. F., Scale development: Theory and applications, 5th ed., SAGE Publications, 2021.
Fatima, T., Malik, S., and Shabbir, A., “Hospital healthcare service quality, patient satisfaction and loyalty: An investigation in context of private healthcare systems,” International Journal of Quality & Reliability Management, vol. 35, pp. 1195–1214, 2018. [Online]. Available: https://doi.org/10.1108/IJQRM-02-2017-0031
Griffin, J., Customer loyalty: How to earn it, how to keep it, 3rd ed., John Wiley & Sons, 2020.
Hair, J. F., Black, W. C., Babin, B. J., and Anderson, R. E., Multivariate data analysis, 8th ed., Cengage Learning, 2019.
Hair, J. F., Hult, G. T. M., Ringle, C. M., and Sarstedt, M., A primer on partial least squares structural equation modeling (PLS-SEM), 3rd ed., SAGE Publications, 2022.
Han, Q., Wang, Z., Teng, Z., Zhang, Y., and Cao, J., “Analysis on ‘three-box’,” Spatial Modelling and Failure Analysis of Natural and Engineering Disasters through Data-based Methods, vol. 2, pp. 32, 2023.
Ibrahim, D., Ruswanti, E., and Mulayani, E. Y., “Increasing patient loyalty: The role of service reliability, brand image, and price with integrity as the key at the executive polyclinic of Afiat PMI Bogor Hospital,” Jurnal Praba: Jurnal Rumpun Kesehatan Umum, vol. 2, no. 3, pp. 52–66, 2024. [Online]. Available: https://doi.org/10.62027/praba.v2i3.152
Janitrafia, S. and Ruswanti, E., “The influence of social media content towards online shopping behavior,” International Journal of Applied Research in Business and Management, vol. 5, no. 2, 2024. [Online]. Available: https://doi.org/10.51137/ijarbm.2024.5.2.13
Karr, D., “How to map your content to unpredictable customer journeys,” Meltwater, 2016.
Liu, S., Li, G., Liu, N., and Hongwei, W., “The impact of patient satisfaction on patient loyalty with the mediating effect of patient trust,” INQUIRY: The Journal of Health Care Organization, Provision, and Financing, vol. 58, 00469580211007221, 2021.
Mathur, P. and Mukherjee, T., “Exploring the growing effectiveness of content marketing in healthcare services: A study with special reference to YouTube healthcare channels,” Library of Progress-Library Science, Information Technology & Computer, vol. 44, no. 3, 2024.
Ministry of Health Republic of Indonesia, Indonesia health profile 2023, Ministry of Health RI, 2023.
Muharam, H., Andriansyah, Y., Suhendra, I., Qomariah, N., and Prabowo, H., “Innovative strategies in digital marketing: Enhancing consumer engagement and brand loyalty,” Global International Journal of Innovative Research, vol. 2, pp. 1629–1643, 2024. [Online]. Available: https://doi.org/10.59613/global.v2i7.236
Nasti, N., Lubis, A. H., and Rasyd MS, A., “Analysis of the influence of digital marketing on increasing customer loyalty in the industrial era 4.0,” International Journal of Economics (IJEC), vol. 3, no. 2, pp. 1298–1306, 2024. [Online]. Available: https://doi.org/10.55299/ijec.v3i2.1049
Peltier, J. W., Dahl, A. J., and Swan, E. L., “Digital information flows across a B2C/C2C continuum and technological innovations in service ecosystems: A service-dominant logic perspective,” Journal of Business Research, vol. 121, pp. 724–734, 2020.
Pramayanti, D., “Pengaruh digital marketing terhadap brand awareness dalam penggunaan e-commerce,” Jibaku: Jurnal Ilmiah Bisnis, Manajemen dan Akuntansi, vol. 4, pp. 28–33, 2024. [Online]. Available: https://doi.org/10.35473/jibaku.v4i1.2905
Pulizzi, J., Content Inc.: Start a content-first business, build a massive audience and become radically successful (with little to no money), McGraw Hill Professional, 2021.
Sankowska, A. and Paliszkiewicz, J., “Dimensions of institutionalized organizational trust and firm's innovativeness,” Journal of Computer Information Systems, vol. 56, no. 2, pp. 168–174, 2016. [Online]. Available: https://doi.org/10.1080/08874417.2016.1117379
Sarstedt, M., Ringle, C. M., and Hair, J. F., “Partial least squares structural equation modeling,” Handbook of Market Research, vol. 26, no. 1, pp. 1–40, 2017.
Sertan, A., Çek, K., Öniz, A., and Özgören, M., “The influence of medicine approaches on patient trust, satisfaction, and loyalty,” Healthcare, vol. 11, no. 9, 1254, 2023. [Online]. Available: https://doi.org/10.3390/healthcare11091254
Wu, J., Jeawkok, J., and Strisik, W., “Assessing hospitalized cancer patients' satisfaction by using SERVQUAL model: A case study of Guizhou Cancer Hospital, Guizhou Province, China,” KKU Research Journal (Graduate Studies) Humanities and Social Sciences, vol. 9, no. 2, pp. 49–58, 2021. [Online]. Available: https://so04.tci-thaijo.org/index.php/gsk
