A Scoping Review of Research on Brand Image, Marketing Mix, Patient Hospital Satisfaction, And Loyalty in Indonesia

Abstract

Hospital performance has been influenced by patient satisfaction and loyalty. Little is known, however, about the marketing mix and brand image factors that influence patient satisfaction and loyalty in Indonesian hospitals. The aim of this review is to better comprehend the factors that affect patient satisfaction and loyalty in Indonesian hospitals. We used the Arksey O'Malley and Levac framework to conduct a scoping review. From 2006 to 2021, peer-reviewed research articles from Scopus, PubMed, Web of Science, Garuda SINTA, Emerald, JSTOR, Sage, Wiley, clinicaltrial.gov, Cochrane, Embase, Lilacs, Medline, ProQuest, and Google Scholar were used as data, with gradual keywords such as "patient satisfaction", "patient loyalty", "patient satisfaction index", "health services", "health Centre", and "hospital". 32 publications were included after screening 1250 records and assessing 288 full texts for eligibility. The hospital's brand image, service quality, facilities, and Health-Promoting Hospital have all had a direct impact on hospital patient satisfaction and loyalty. Several studies, however, have discovered that service quality has an indirect impact on patient loyalty via patient satisfaction. According to the findings of the study, the hospital must improve the quality of its brand image, Health Promoting Hospital, empathy, and trust in order to gain patient loyalty through periodic surveys, social media, and hospital websites.