( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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INFLUENCE OF MARKETING STRATEGY ON REPURCHASE INTENTION OF PATIENTS AMONG SELECTED CORPORATE HOSPITALS IN TAMILNADU

    2 Author(s):  DR.J.MOHAMED ALI,MRS.N.THAHIRA

Vol -  10, Issue- 4 ,         Page(s) : 592 - 603  (2019 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

This paper examines the factors influencing the patients’ repurchase or revisit intentions in selected the corporate hospitals in Tamil Nadu. The variables such as brand image, service quality, customer value, brand preference lead to customer loyalty and patient satisfaction thereby enabling them to revisit the hospital. The motivation for this research derived from the fact that patient retention is significant for profitability of a hospital. Hence, hospitals need to implement patient retention strategies rather than strategies to attract new patients. The statistical analysis of the results supports the hypothesis of the study. The outcomes show that there is relationship between the study variables.

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