How hospital brand image intervene the impact of marketing mix on patient loyalty
Modern hospitals slowly have left their main purpose as public service facility and have moved to business orientation. For that reason, they always had to enhance the professionalism as well as continuously innovate in order to win business competition as well as to earn maximum profit. Previous researches provided results on impact of marketing mix to customer’s loyalty. However, the impact of marketing mix particularly on patient loyalty to hospital, whether directly or mediated by hospital brand image, was still under observed.