Relationship marketing in health organizations and its effect on customer loyalty

This study was carried out to determine the role of relationship marketing in health organizations with regard to providing customer loyalty and to evaluate the views of patients related to relationship marketing activities. In this study, a questionnaire was applied to 371 patients in Kadlk0y Universal Hospital, which is a private hospital in Istanbul. As a result of the correlation analysis between the satisfaction level from hospital and customer loyalty, it was seen that there is a medium level positive relation between customer satisfaction and customer loyalty. The important implications of this study can be stated as follows： Keeping existing patient is significant as much as gaining new patient, the variables being effective for providing customer loyalty can show difference from one patient to another, the image of health organization is significant for providing customer loyalty, and customer loyalty can be acquired by making continuous communication with patients.