Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2023)

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Customer Satisfaction, Brand Love, and Emotional Brand Attachment: Building Loyalty for Hospital Marketing

Authors
Anggita Lusy Apria1, Cesya Rizkika Parahiyanti2, *
1Department Management, Faculty of Economics and Business, Universitas Negeri Malang, Malang, Indonesia
2Marketing Management Program Study, Faculty of Applied Science and Technology, Universitas Negeri Malang, Malang, Indonesia
*Corresponding author. Email: cesya.rizkika.fe@um.ac.id
Corresponding Author
Cesya Rizkika Parahiyanti
Available Online 30 November 2023.
DOI
10.2991/978-94-6463-302-3_23How to use a DOI?
Keywords
Customer Satisfaction; Brand Loyalty; Emotional Brand Attachment; Brand Love
Abstract

Technological advances and intense competition have forced hospitals, especially private hospitals that are profit-oriented and healthcare service providers, to determine the right business strategy by reviewing the factors that influence customer satisfaction and loyalty. The population of this study is customers of class B hospitals in Malang, whose number is unknown, so it includes an infinite population. This study involved as many as 227 respondents from distributing the survey. Data is processed using PLS-SEM. The results showed that Customer Satisfaction (X) had a positive and significant influence on Brand Loyalty (Y) for class B hospital customers in Malang City through Emotional Brand Attachment (Z1). That is, the effect of the variable Customer Satisfaction on Brand Loyalty can arise through Emotional Brand Attachment. However, the variable Customer Satisfaction (X) does not have a positive and significant effect on Brand Loyalty (Y) class B hospital customers through Brand Love (Z2). That is, the effect of the variable Customer Satisfaction on Brand Loyalty cannot arise through Brand Love.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
30 November 2023
ISBN
978-94-6463-302-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-302-3_23How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Anggita Lusy Apria
AU  - Cesya Rizkika Parahiyanti
PY  - 2023
DA  - 2023/11/30
TI  - Customer Satisfaction, Brand Love, and Emotional Brand Attachment: Building Loyalty for Hospital Marketing
BT  - Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2023)
PB  - Atlantis Press
SP  - 196
EP  - 206
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-302-3_23
DO  - 10.2991/978-94-6463-302-3_23
ID  - Apria2023
ER  -