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 |
Relationship Marketing, Word-of-mouth, Repurchase Intention
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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
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
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
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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}
}
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 -
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