| Peer-Reviewed

Fostering Loyalty as Repurchase Intention: The Role of Relationship Marketing and Word-of-mouth

Received: 6 May 2021     Accepted: 27 May 2021     Published: 4 June 2021
Views:       Downloads:
Abstract

Thi Le Ha Nguyen. University of Medicine and Pharmacy, Vietnam National University, Hanoi City, Vietnam. She worked as a medical doctor in Vietnam for 21 years. She was awarded the Master of Primary Healthcare Management by Mahidol University, Thailand, and she holds a Ph. D. degree from the Graduate School of Medical Sciences, Kanazawa University, Japan in Healthcare Management. Fostering loyalty as repurchase intention: the role of relationship marketing and word-of-mouth Objective: Relationship marketing is a tool directed at word-of-mouth communication and customer loyalty and measured by repurchase intention. This study examines the effect of relationship marketing on word-of-mouth and repurchase intention. Method: The study instrument was a self-administered questionnaire distributed to inpatients who used health services at a tertiary-level hospital in Vietnam during June 2019. The data were analyzed using SPSS 25.0 for descriptive analyses and Amos 25.0 for the structural equation modeling to test the proposed hypotheses. Results: The findings showed that relationship marketing has a positive effect on word-of-mouth and repurchase intention, while word-of-mouth plays a mediating role between relationship marketing and repurchase intention. Implications: Our findings have implications for managers and policymakers when crafting strategic plans that aim to improve relationship marketing. They should consider factors that directly influence repurchase intention by enhancing word-of-mouth to maintain loyalty.

Published in International Journal of Health Economics and Policy (Volume 6, Issue 2)
DOI 10.11648/j.hep.20210602.16
Page(s) 72-78
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2021. Published by Science Publishing Group

Keywords

Relationship Marketing, Word-of-mouth, Repurchase Intention

References
[1] Baker MJ. The marketing book. 5th ed. London: Jordan Hill; 2003.
[2] Hultman CM, Shaw E. The interface between transactional and relational orientation in small service firm's marketing behaviour: a study of Scottish and Swedish small firms in the service sector. J Mark Theory Pract. 2003; 11 (1): 1–25.
[3] Yoong LC, Lian SB, Subramaniam M. Relationship value and relationship quality: an exploration of its antecedents on customer loyalty. Asian Soc Sci. 2017; 13 (12): 51–62.
[4] Jumaev M, Kumar MD, Hanaysha JRM. Impact of RM on customer loyalty in the banking sector. Far East J Psychol Bus. 2012; 6 (3): 36–55.
[5] Gbenga DO, Olalekan E. Influence of RM on customer satisfaction among selected banks in Ado-Ekiti Metropolis. Case Stud J. 2017; 6 (12): 34–48.
[6] Ndubisi NO. RM and customer loyalty. Mark Intell Plan. 2007; 25 (1): 98–106.
[7] Sohail MS. Generating customer loyalty in an emerging competitive market: a banking industry study. Int J of Sci Res. 2013; 2 (4): 28–33.
[8] Samudro A, Sumarwan U, Yusuf EZ, et al. Perceived quality and relationship quality as antecedents and predictors of loyalty in the chemical industry: a literature review. Eur Sci J. 2018; 14 (28): 173–192.
[9] Bojei J, Abu ML. The underlying dimensions of RM in the Malaysian mobile service sector. J Relatsh Mark. 2014; 13 (3): 169–190.
[10] Silverman G. The secrets of word-of-mouth marketing. 2nd ed. New York, NY: Prentice Hall; 2011.
[11] Hussain S, Song X, Niu B. Consumers' motivational involvement in eWOM for information adoption: the mediating role of organizational motives. Front Psychol. 2020; 10 (3055): 1–13.
[12] Lin SH, Lin TMY. Demand for online platforms for medical word-of-mouth. J Int Med Res. 2018; 46 (5): 1910–1918.
[13] Ateke BW, Harcourt H. Complaint satisfaction and post-complaint behavior of patrons of Eateries in Port Harcourt. FUO Q J of Contemp Res. 2017; 5 (1): 210–224.
[14] Huete-Alcocer N. A literature review of WOM and electronic word of mouth: implications for consumer behavior. Front Psychol. 2017; 8 (1256): 1–4.
[15] Wu J, Khan HA, Chien S, et al. Impact of emotional support, informational support, and norms of reciprocity on trust toward the medical aesthetic community: the moderating effect of core self-evaluations. Interact J Med Res. 2019; 8 (1): 1–12.
[16] Khan N. Functional and relational value influence on commitment and future intention: the case of banking industry. J Int Soc Res. 2010; 3 (10): 376–391.
[17] Eskandari H, Aali S, Heris AB. The impact of RM tactics and dimensions of the relationship quality on customer loyalty. Manag Bus Res Q. 2017; 1 (1): 1–13.
[18] Halimi AB, Chavosh A, Choshalyc SH, et al. The influence of perceived service quality on RM orientations and customers' buying behavior in B2C relationship from the customer perspective. Int Conf Econ Finance Res. 2011; 4 (2011): 208–212.
[19] Ngoma M, Ntale PD. Word of mouth communication: a mediator of RM and customer loyalty. Congent Bus Manag. 2019; 6 (1580123): 1–20.
[20] Ng S, David ME, Dagger TS. Generating positive word-of-mouth in the service experience. Manag Serv Qual. 2011; 21 (2): 133–151.
[21] Gaurav K, Khan KM. Impact of RM and perceived service quality on customer loyalty: an agenda for inquiry. Int J Manag. 2013; 2 (3): 46–52.
[22] Kinoti MWK, Kibeh AW. RM and customer loyalty in mobile telecommunication industry in Nairobi, Kenya. DBA Afr Manag Rev. 2015; 5 (1): 1–12.
[23] Seo S, Back KJ, Shanklin CW. Importance of relationship quality and communication on foodservice for elderly. Nutr Res Pract. 2011; 5 (1): 73–79.
[24] Khoo-Lattimore C, Yang L, Ekiz EH. Banking the Kiwi way: examining the underpinnings of relationship quality in New Zealand banks. Bank Financ Lett. 2010; 2 (4): 409–418.
[25] Capel CM, Ndubisi NO. Examining the inter-relationship among the dimensions of RM. Asian J Bus Res. 2011; 1 (1): 18–36.
[26] Rajaobelina L, Bergeron J. Antecedents and consequences of buyer-seller relationship quality in the financial services industry. Int J Bank Mark. 2009; 27 (5): 359–380.
[27] Hellier PK, Geursen GM, Carr RA, et al. Customer repurchase intention: a general SEM. Eur J Mark. 2003; 37 (11): 1762–1800.
[28] Spiridon S, Gheorghe CM, Gheorghe IR, et al. Removing the barriers in health care services: the importance of emotional satisfaction. J Med Life. 2018; 11 (2): 168–174.
[29] Consuela-Madalina G, Iuliana-Raluca G, Lorin PV. Modeling the consumer's perception of experiential marketing in the Romanian private ophthalmologic services. Romanian J Ophthalmology. 2017; 61 (3): 219–228.
[30] Kitapci O, Akdogan C, Dortyol IT. The impact of service quality dimensions on patient satisfaction, repurchase intentions and word of mouth communication in the public healthcare industry. Procedia-Soc Behav Sci. 2014; 148: 161–169.
[31] Wolf EJ, Harrington KM, Clark SL, et al. Sample size requirements for structural equation models: An evaluation of power, bias, and solution propriety. Educ Psychol Meas. 2013; 73 (6): 913–934.
[32] Gu D, Yang X, Li X, et al. Understanding the role of mobile internet- based health services on patient satisfaction and word-of-mouth. Int J Environ Res Public Health. 2018; 15 (1972): 1–23.
[33] Hair Jr JF, Black WC, Babin BJ, et al. Multivariate data analysis. 7th ed. London (UK): Prentice Hall; 2014.
Cite This Article
  • APA Style

    Thi Le Ha Nguyen. (2021). Fostering Loyalty as Repurchase Intention: The Role of Relationship Marketing and Word-of-mouth. International Journal of Health Economics and Policy, 6(2), 72-78. https://doi.org/10.11648/j.hep.20210602.16

    Copy | Download

    ACS Style

    Thi Le Ha Nguyen. Fostering Loyalty as Repurchase Intention: The Role of Relationship Marketing and Word-of-mouth. Int. J. Health Econ. Policy 2021, 6(2), 72-78. doi: 10.11648/j.hep.20210602.16

    Copy | Download

    AMA Style

    Thi Le Ha Nguyen. Fostering Loyalty as Repurchase Intention: The Role of Relationship Marketing and Word-of-mouth. Int J Health Econ Policy. 2021;6(2):72-78. doi: 10.11648/j.hep.20210602.16

    Copy | Download

  • @article{10.11648/j.hep.20210602.16,
      author = {Thi Le Ha Nguyen},
      title = {Fostering Loyalty as Repurchase Intention: The Role of Relationship Marketing and Word-of-mouth},
      journal = {International Journal of Health Economics and Policy},
      volume = {6},
      number = {2},
      pages = {72-78},
      doi = {10.11648/j.hep.20210602.16},
      url = {https://doi.org/10.11648/j.hep.20210602.16},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.hep.20210602.16},
      abstract = {Thi Le Ha Nguyen. University of Medicine and Pharmacy, Vietnam National University, Hanoi City, Vietnam. She worked as a medical doctor in Vietnam for 21 years. She was awarded the Master of Primary Healthcare Management by Mahidol University, Thailand, and she holds a Ph. D. degree from the Graduate School of Medical Sciences, Kanazawa University, Japan in Healthcare Management. Fostering loyalty as repurchase intention: the role of relationship marketing and word-of-mouth Objective: Relationship marketing is a tool directed at word-of-mouth communication and customer loyalty and measured by repurchase intention. This study examines the effect of relationship marketing on word-of-mouth and repurchase intention. Method: The study instrument was a self-administered questionnaire distributed to inpatients who used health services at a tertiary-level hospital in Vietnam during June 2019. The data were analyzed using SPSS 25.0 for descriptive analyses and Amos 25.0 for the structural equation modeling to test the proposed hypotheses. Results: The findings showed that relationship marketing has a positive effect on word-of-mouth and repurchase intention, while word-of-mouth plays a mediating role between relationship marketing and repurchase intention. Implications: Our findings have implications for managers and policymakers when crafting strategic plans that aim to improve relationship marketing. They should consider factors that directly influence repurchase intention by enhancing word-of-mouth to maintain loyalty.},
     year = {2021}
    }
    

    Copy | Download

  • TY  - JOUR
    T1  - Fostering Loyalty as Repurchase Intention: The Role of Relationship Marketing and Word-of-mouth
    AU  - Thi Le Ha Nguyen
    Y1  - 2021/06/04
    PY  - 2021
    N1  - https://doi.org/10.11648/j.hep.20210602.16
    DO  - 10.11648/j.hep.20210602.16
    T2  - International Journal of Health Economics and Policy
    JF  - International Journal of Health Economics and Policy
    JO  - International Journal of Health Economics and Policy
    SP  - 72
    EP  - 78
    PB  - Science Publishing Group
    SN  - 2578-9309
    UR  - https://doi.org/10.11648/j.hep.20210602.16
    AB  - Thi Le Ha Nguyen. University of Medicine and Pharmacy, Vietnam National University, Hanoi City, Vietnam. She worked as a medical doctor in Vietnam for 21 years. She was awarded the Master of Primary Healthcare Management by Mahidol University, Thailand, and she holds a Ph. D. degree from the Graduate School of Medical Sciences, Kanazawa University, Japan in Healthcare Management. Fostering loyalty as repurchase intention: the role of relationship marketing and word-of-mouth Objective: Relationship marketing is a tool directed at word-of-mouth communication and customer loyalty and measured by repurchase intention. This study examines the effect of relationship marketing on word-of-mouth and repurchase intention. Method: The study instrument was a self-administered questionnaire distributed to inpatients who used health services at a tertiary-level hospital in Vietnam during June 2019. The data were analyzed using SPSS 25.0 for descriptive analyses and Amos 25.0 for the structural equation modeling to test the proposed hypotheses. Results: The findings showed that relationship marketing has a positive effect on word-of-mouth and repurchase intention, while word-of-mouth plays a mediating role between relationship marketing and repurchase intention. Implications: Our findings have implications for managers and policymakers when crafting strategic plans that aim to improve relationship marketing. They should consider factors that directly influence repurchase intention by enhancing word-of-mouth to maintain loyalty.
    VL  - 6
    IS  - 2
    ER  - 

    Copy | Download

Author Information
  • University of Medicine and Pharmacy, Vietnam National University, Hanoi City, Vietnam

  • Sections