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CORRELATION BETWEEN GENERAL PATIENT PERCEPTION OF SERVICES MARKETING MIX WITH PATIENTS LOYALTY IN THE OUTPATIENT DEPARTMENT IN RS ADVENT MANADO

Author : Stevie R. Rengkuan*, G. D. Kandou, C. Tilaar

Abstract

The hospital is a health care institution that organizes personal health services in the plenary. Hospitals will have to increase its services, applying the principles of patient safety, be professional, based on the continuous improvement of service quality, as well as the active marketing management. In every marketing in hospitals need to understand marketing mix. The marketing mix is expected to improve the perceived quality of consumers. Objectives to be achieved from this study was to determine the correlation between perceptions of loyalty marketing mix with outpatients in Manado Adventist Hospital. This research is an analytical survey. The research was conducted in the outpatient unit Adventist Hospital Manado, from September to December 2014. Samples are outpatients Adventist Hospital Manado 4 months since the last visit. Marketing mix of product, price, Gated, promotion, personnel, process and physical evidence is the independent variable while the patient loyalty is the dependent variable. The results showed that there is a correlation between the marketing mix of product, price, place, promotion and physical evidence with loyaltas patient while marketing mix officer, the process no significant correlation. Key words: Perception, Service Quality, Patient’s Satisfaction.

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