The Role Of The Marketing Mix (7ps) In Patient Satisfaction, Healthcare Choice, And Loyalty: A Systematic Literature Review
DOI:
https://doi.org/10.30651/gjha.v2i1.31468Keywords:
Marketing Mix (7Ps), Patient Satisfaction, Patient LoyaltyAbstract
Abstract
Background : The marketing mix (7Ps) is widely recognized as a strategic framework for improving healthcare service quality and influencing patient behavior. Understanding how its elements affect patient satisfaction, healthcare choice, and loyalty is essential for developing patient-centered services.
Aims : This study aims to explore how the marketing mix (7Ps) influences patient satisfaction, decision-making, and loyalty in healthcare services.
Methods : This study employed a systematic literature review following the PRISMA 2020 guidelines. Relevant articles were identified from Google Scholar, PubMed, ScienceDirect, and ProQuest. The inclusion criteria included national and international journal articles published between 2018 and 2025, written in English or Indonesian, and focusing on the application of the marketing mix (7Ps) in healthcare settings. After the screening and selection process, 14 eligible articles were included in the analysis.
Results : The findings indicate that all seven elements of the marketing mix contribute to patient satisfaction and loyalty. Among them, people, process, and physical evidence consistently emerged as the most influential factors because they directly shape patients' experiences during service delivery. In contrast, product and place primarily affect patients' decisions when selecting healthcare providers, while price and promotion demonstrate varying levels of influence depending on the healthcare context and patient characteristics.
Conclusion : The marketing mix (7Ps) provides a practical and comprehensive framework for enhancing healthcare service quality. Healthcare providers should adopt an integrated approach to managing all seven elements rather than focusing on individual factors, thereby creating a more consistent, comfortable, and patient-centered service experience that strengthens patient satisfaction and loyalty.
Keywords : Marketing Mix (7Ps), Patient Satisfaction, Patient Loyalty
Abstrak
Latar Belakang : Bauran pemasaran (7P) diakui secara luas sebagai kerangka strategis untuk meningkatkan kualitas layanan kesehatan dan memengaruhi perilaku pasien. Memahami bagaimana setiap elemennya memengaruhi kepuasan pasien, pemilihan layanan kesehatan, dan loyalitas pasien sangat penting dalam mengembangkan layanan yang berpusat pada pasien.
Tujuan : Penelitian ini bertujuan untuk mengeksplorasi bagaimana bauran pemasaran (7P) memengaruhi kepuasan pasien, pengambilan keputusan, dan loyalitas pasien dalam layanan kesehatan.
Metode : enelitian ini menggunakan systematic literature review yang mengikuti pedoman PRISMA 2020. Artikel yang relevan diidentifikasi melalui Google Scholar, PubMed, ScienceDirect, dan ProQuest. Kriteria inklusi meliputi artikel jurnal nasional dan internasional yang diterbitkan pada tahun 2018–2025, ditulis dalam bahasa Inggris atau Indonesia, serta berfokus pada penerapan bauran pemasaran (7P) dalam layanan kesehatan. Setelah melalui proses penyaringan dan seleksi, sebanyak 14 artikel yang memenuhi kriteria dimasukkan ke dalam analisis.
Hasil : emuan penelitian menunjukkan bahwa ketujuh elemen bauran pemasaran berkontribusi terhadap kepuasan dan loyalitas pasien. Di antara ketujuh elemen tersebut, people (orang), process (proses), dan physical evidence (bukti fisik) secara konsisten muncul sebagai faktor yang paling berpengaruh karena secara langsung membentuk pengalaman pasien selama proses pelayanan. Sementara itu, product (produk) dan place (tempat) terutama memengaruhi keputusan pasien dalam memilih penyedia layanan kesehatan, sedangkan price (harga) dan promotion (promosi) menunjukkan tingkat pengaruh yang bervariasi tergantung pada konteks layanan kesehatan dan karakteristik pasien.
Kesimpulan : Bauran pemasaran (7P) merupakan kerangka kerja yang praktis dan komprehensif untuk meningkatkan kualitas layanan kesehatan. Penyedia layanan kesehatan sebaiknya menerapkan pendekatan yang terintegrasi dalam mengelola ketujuh elemen tersebut, bukan hanya berfokus pada faktor-faktor tertentu, sehingga dapat menciptakan pengalaman pelayanan yang lebih konsisten, nyaman, dan berpusat pada pasien, serta memperkuat kepuasan dan loyalitas pasien.
Kata Kunci : Marketing Mix (7Ps), Kepuasan Pasien, Loyalitas Pasien
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