Importance of relationship marketing and service quality on patient loyalty

Abstract

Aim or Purpose: Beside the treatment services provided in dental clinics, relationship marketing and service quality within the scope of management should be emphasized in terms of patient satisfaction and patient loyalty (De Ruyter, Bloemer, and Peeters,1997; Aka, Kehinde, and Ogunnaike, 2016). The purpose of this research is to examine the significance of management factors such as relationship marketing and service quality as well as treatment services in patient loyalty in order to ensure the continuation of clinics sustainable competitiveness. Materials and Methods: In order to realize the study purpose, as a quantitative method, a questionnaire was formed by using related concept scales in literatüre. Data was collected online in Turkiye. Using convenient sampling, the data gathered from 435 respondent (18-70+ age group). Results: Results revealed that relationship marketing is as important as service quality on patient loyalty. The scope of relationship marketing (trust, bond, communication, shared value, empathy, reciprocity) and service quality (interpersonal, technical, environmental, management) have different effects on patient loyalty. Conclusion: According to the findings of the study, in today's competitive environment, dentists must not only develop themselves in the direction of new techniques and treatments, but also prioritize relational marketing and service quality strategies in order to ensure customer loyalty in their clinics.