Role of Marketing Mix Perception and Participation on Repurchase Intention of Health Consumers

Abstract

The aim of this study is to examine the effect of product, price, promotion and place perception and participation of health care consumers on brand trust, brand loyalty and repurchase intention. The sample of the study consisted of 681 healthcare consumers living in Diyarbakır, Turkey. A hypothesized model was drawn from previous literature and a questionnaire with 41 items was developed. Exploratory and confirmatory factor analysis and structural equation modelling were conducted to the model. According to the findings of the study while consumers mostly consider price strategies and quality of goods and services; place of hospital is not a major concern of themselves. Brand trust enhances brand loyalty and those two creates repurchase intention. Women and more educated groups are likely to consider products and promotion activities more. High income groups are affected by place of services. Women and users of private hospitals are more loyal, trust more and have repurchase intention. Additionally, promotion activities and participation of respondents were the most important factors to create brand trust and brand loyalty for healthcare institutions. Thus, hospitals can create their own brand values and enhance their success by the help of successful marketing strategies and satisfaction of customer and employee.