The Influence of Marketing Mix, Perceived Risk, and Satisfaction on Word of Mouth in XYZ Clinic
Article Sidebar
-
clinic, marketing mix, perceived risk, satisfaction, word of mouth.
Abstract
The increasing need for health services, peoples who lived in the Pekayon, Bekasi City were given the opportunity to choose the right clinic. Word of mouth is a marketing technique that can be used by clinics. This study aims to analyze the effects of the marketing mix, perceived risk, and satisfaction on word of mouth at XYZ clinic. The research is a descriptive method with a survey using questionnaires and 200 respondents as the sample. Furthermore, the data analysis technique is descriptive with SPSS16.0 software and Structural Equation Model (SEM) with LISREL 8.70. Based on the results, it can be concluded that the marketing mix has a positive effect on perceived risk, marketing mix has a positive effect on satisfaction, perceived risk has a negative effect on satisfaction, marketing mix has a positive effect on word of mouth, perceived risk has a negative effect on word of mouth, and satisfaction has a positive effect on word of mouth. Referring to these conclusions, it can be confirmed that the clinical management of doctor XYZ needs to improve employee services, convenience the patient that this clinic has expert doctors, and utilizing the use of social media as a marketing strategy.
References
Alipour, M., Pour, B.M., Darbahaniha, A. (2018). The Effects of the 7P Marketing Mix Components on Sporting Goods Customer Satisfaction. International Journal of Business and Management Invention, 7(1),20-26.
Argan, M. (2012). Word-of-Mouth (WOM) as A Tool of Health Communication: A Case Study of Turkey. Journal of Society for development in new net environment in B&H, 6(1),216-221.
Cengiz, E., Yayla, H.E. (2007). The effect of marketing mix on positive word of mouth communication: evidence from accounting offices in Turkey. Innovative Marketing Journal, 3(4),74-86.
Chaniotakis, I.E., Lymperopoulos, C. (2009). Service quality effect on satisfaction and word of mouth in the health care industry. Journal of Managing Service Quality, 19(2), 229-242.
Chun Hsu, L. (2018). Investigating Effect of Service Encounter, Value, and Satisfaction on Word of Mouth: An Outpatient Service Context. International Journal of Environment Research and Public Health,132,1-15.
Feng Cheng, F., Hsuan Lee, A. (2011). The influences of relationship marketing strategy and transaction cost on customer satisfaction, perceived risk, and customer loyalty. African Journal of Business Management, 5(13), 5199-5209.
Ferdinand, A. (2005). Structural Equation Modeling dalam Penelitian Manajemen (Aplikasi Model-Model Rumit dalam Penelitian untuk Tesis Magister dan Disertasi Doktor).Ed ke-2. Semarang (ID):Fakultas Ekonomi UNDIP.
Ghotbabadi, A.R., Feiz, S., Baharun, R. (2016). The Relationship of Customer Perceived Risk and Customer Satisfaction. Mediterranean Journal of Social Sciences,7(1),161-173.
Kitapci, O., Akdogan, C., Dortyol, I.T. (2014). The Impact of Service Quality Dimensions on Patient Satisfaction, Repurchase Intentions and Word-of-Mouth Communication in the Public Healthcare Industry. Procedia-Social and Behavioral Sciences,148,161–169.
Kotler, P., Keller, K.L. (2012). Marketing Management 14th edition. New Jersey (US). Prentice Hall.
Martin, S. (2017).Toward a Model of Word-of-Mouth in the Health Care Sector, Journal of Nonprofit & Public Sector Marketing, 29(4),434-449.
Simanjuntak, M., Musyifah, I. (2016) Online Shopping Behavior on Generation Y in Indonesia. Global Business Finance Review. 21 (1): 33-45. http://dx.doi.org/Http://dx.doi.org/10.17549/gbfr.2016.21.1.33. http://sipakaril.ipb.ac.id/Files/bd983853-72e6-4fba-a863-95a0496acc4b/paper_bd983853-72e6-4fba-a863-95a0496acc4b.pdf
Simanjuntak, M., Hamimi, U.K. (2018). Penanganan Komplain dan Komunikasi Word-of-Mouth (WOM). Jurnal Ilmu Keluarga dan Konsumen. 12 (1): 75-86. http://dx.doi.org/10.24156/jikk.2019.12.1.75. http://jurnal.ipb.ac.id/index.php/jikk/article/view/25268/16438
Sumarwan, U. (2014). Metode Riset Bisnis dan Konsumen.Bogor (ID).IPB Press
Suryani. (2013). Analisis Faktor Bauran Pemasaran yang Mempengaryuhi kepuasan Nasabah Sehingga Tercipta Word of Mouth Positif di PT.Bank Muamalat Indonesia,Tbk Cabang Medan. INFERENSI, Jurnal Penelitian Sosial Keagamaan, 7(1),143-162.
Tho, N.X., Lai, M.T., Yan, H. (2017). The Effect of Perceived Risk on Repurchase Intention and Word – of –Mouth in the Mobile Telecommunication Market:A Case Study from Vietnam. International Business Research,10(3),8-19.
Yoon, T.H. (2010). Influence of Service Marketing-Mix(7Ps) on Consumers' Risk Perception of Eating at Family Restaurants in Seoul.Korean Journal Food Cookery Science,26(5),511-520.
Yue Chen, Yan, X., Fan,W., Gord, M.D. (2015). The joint moderating role of trust propensity and gender on consumers’online shopping behavior. Computers in Human Behavior, 4(3): 272–283.
Authors
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a
This work is licensed under a Creative Commons Attribution 4.0 International License. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal. - Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
