The Mediating Effect of Satisfaction and the Moderating Effect of Relationship Marketing on the Influence of Expected Quality Toward Loyalty of the Hospital that Purchase Complementary Therapy Devices from Sales Representative in Thailand
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Abstract
The objectives of this research were 1) To study the importance level of relationship marketing, expected quality, satisfaction and customer loyalty, 2) To study satisfaction as an mediating factor transferring the influence of expected quality on customer loyalty, and 3) To study the moderating effect of relationship marketing in the influence of expected quality on satisfaction, and the moderating effect of relationship marketing in the influence of satisfaction on customer loyalty. It is a quantitative research. The sample consisted of 373 public and private hospital’s doctors and nurses. The instruments were questionnaires. Data were analyzed by descriptive statistics for frequency, percentage, standard deviation, and inferential statistics with structural equations, ADANCO and Sobel Test programs. The results showed that 1) all factors were of high important level. In descending order, they were expected quality, satisfaction, relationship marketing, and customer loyalty. 2) The results of the study on the satisfaction as a mediating factors that helped transferring the influence of expected quality to customer loyalty well. 3) Overall, relationship marketing had no significant directive effect on the expected quality path to satisfaction and satisfaction to customer loyalty. The research results are useful in promoting service businesses which plays an important role in the development of a health economic system for related persons to use in further study and research.
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