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

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dc.contributor.authorGumus, Rojan
dc.date.accessioned2024-04-24T17:14:37Z
dc.date.available2024-04-24T17:14:37Z
dc.date.issued2022
dc.departmentDicle Üniversitesien_US
dc.description.abstractThe 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 Diyarbakir, 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.en_US
dc.identifier.doi10.1177/09720634221128395
dc.identifier.endpage538en_US
dc.identifier.issn0972-0634
dc.identifier.issn0973-0729
dc.identifier.issue4en_US
dc.identifier.scopus2-s2.0-85139390869
dc.identifier.scopusqualityQ2
dc.identifier.startpage525en_US
dc.identifier.urihttps://doi.org/10.1177/09720634221128395
dc.identifier.urihttps://hdl.handle.net/11468/18102
dc.identifier.volume24en_US
dc.identifier.wosWOS:000865130300001
dc.identifier.wosqualityN/A
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoenen_US
dc.publisherSage Publications India Pvt Ltden_US
dc.relation.ispartofJournal of Health Management
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectMarketing Mixen_US
dc.subjectHealthcare Consumeren_US
dc.subjectParticipationen_US
dc.subjectBrand Trusten_US
dc.subjectBrand Loyaltyen_US
dc.subjectRepurchase Intentionen_US
dc.titleRole of Marketing Mix Perception and Participation on Repurchase Intention of Health Consumersen_US
dc.titleRole of Marketing Mix Perception and Participation on Repurchase Intention of Health Consumers
dc.typeArticleen_US

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