THE EFFECT OF PATIENT EXPERIENCE AND BRAND EQUITY ON RETURN VISIT INTENTION: THE MODERATION EFFECT OF RELATIONAL MARKETING
Keywords:
Patient experience, brand equity, relational marketing, revisit intent, patientAbstract
This study is based on the results of initial observations that show that there will be a decrease in the number of general patients in 2023. The purpose of this study is to empirically reveal the influence of patient experience and brand equity on revisit intention with relational marketing as a moderation variable. The type of research is included in the quantitative with a cross sectional study design. The population used is inpatient patients. The sampling technique uses non-probability, with a calculation that multiplies the number of indicators by 5 observations, so that the number of samples is 225 respondents. The data collection technique uses a questionnaire, and the analysis method uses the three box method and PLS-SEM analysis with the help of the Smart-PLS program. The results of the analysis prove that simultaneously and partially patient experience, brand equity and relational marketing have an effect on revisit intention, relational marketing weakens the influence of patient experience on revisit intention, relational marketing strengthens the influence of brand equity on revisit intention, and patient experience is the dominant variable
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