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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
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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), 2024. Published by Science Publishing Group

Keywords

Relationship Marketing, Word-of-mouth, Repurchase Intention

References
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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

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    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

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    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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  • @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}
    }
    

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

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