Marketing Strategy, Brand Reputation, And Patient Loyalty: A Comparative of Charitable and Private Hospitals in India Study
DOI:
https://doi.org/10.66635/4239sb43Keywords:
Healthcare marketing strategy, Brand reputation, Patient loyalty, Sustainable healthcare enterprises, Emerging economiesAbstract
The healthcare systems of the emerging economies are rapidly changing, and organizations must strike a balance in quality, accessibility and positioning of their services. This paper explores how marketing strategy, brand reputation, perceived patient barriers and hospital type of ownership affect patient loyalty in charitable and private hospitals in India. It was based on the quantitative, cross-sectional research design and the data were gathered among 632 patients with the help of the structured survey form. The research frames healthcare institutions as entrepreneurial organizations that work in a sustainability-based framework, with patient loyalty indicating sustainable relational performance and organizational sustainability. The reliability testing, confirmatory factor analysis, multiple regression, and structural equation modeling methods were used to conduct the analysis. The results indicate that brand reputation is the best predictor of patient loyalty, whereas marketing strategy has a significant impact on patient loyalty, both directly and indirectly (via its influence on brand reputation). Perceived patient barriers have a negative impact on loyalty, and accessibility and operational efficiency in healthcare delivery are important. Moreover, the type of hospital ownership greatly distinguishes the results of loyalty with the private-owned hospitals showing a higher patient loyalty than the charitable ones. The research is relevant to the body of literature because it combines the marketing strategy, reputational processes, and structural features in one system of empirical research based on sustainable entrepreneurship. It offers useful information to healthcare administrators who want to improve patient engagement and simultaneously deliver equitable services. The results underscore the fact that patient loyalty can only be sustained when there is a congruence between strategic communication, operational performance, and institutional positioning in highly complicated healthcare systems.
References
1.Oberoi, S., & Gupta, V. K. (2021). Book review: Entrepreneurial cognition: Exploring the mindset of entrepreneurs.
2.Muñoz, P., & Cohen, B. (2018). Sustainable entrepreneurship research: Taking stock and looking ahead. Business strategy and the environment, 27(3), 300-322.
3.Kraus, S., Burtscher, J., Vallaster, C., & Angerer, M. (2018). Sustainable entrepreneurship orientation: Reflection on status-quo research on factors facilitating responsible managerial practices. In Sustainable entrepreneurship (pp. 75-98). Routledge.
4.Fatima, T., Malik, S. A., & Shabbir, A. (2018). Hospital healthcare service quality, patient satisfaction and loyalty: An investigation in context of private healthcare systems. International journal of quality & Reliability Management, 35(6), 1195-1214.
5.Mayasari, R. A., & Rachmat, B. (2025). Patient Satisfaction and Loyalty in Public Healthcare: The Role of Digital Marketing and Service Quality. Journal of Business & Banking, 15(01), 1-20.
6.Ali, F., Kim, W. G., Li, J., & Jeon, H. M. (2021). Make it delightful: Customers’ experience, satisfaction and loyalty in hospitality and tourism. Journal of Destination Marketing & Management, 17, 100458.
7.Mohammed, K., Nolan, M. B., Rajjo, T., Shah, N. D., Prokop, L. J., Varkey, P., & Murad, M. H. (2016). Creating a patient-centered health care delivery system: a systematic review of health care quality from the patient perspective. American journal of medical quality, 31(1), 12-21.
8.Muthuswamy, V. V., & Dilip, D. (2024). The linkage between Hospital Service Quality Factors and Cancer Patient Satisfaction: A Moderating Role of Price Perception. Journal of Natural Science, Biology and Medicine, 15(2), 310.
9.Oladosu, A. O., Khai, T. S., & Asaduzzaman, M. (2023). Factors affecting access to healthcare for young people in the informal sector in developing countries: a systematic review. Frontiers in Public Health, 11, 1168577.
10.Vargo, S. L., & Lusch, R. F. (2017). Service-dominant logic 2025. International journal of research in marketing, 34(1), 46-67.
11.Landry, M., & Furrer, O. (2023). Well-being co-creation in service ecosystems: a systematic literature review. Journal of Services Marketing, 37(7), 862-882.
12.Majeed, A., & Du, A. M. (2026). Greening the supply chain: How digital transformation shapes environmental sustainability in emerging economies. Energy Economics, 109283.
13.Rai, R. S., Prasad, A., & Murthy, B. K. (2025). Opportunities and challenges for ICT-based entrepreneurship in India: Special reference to Indian healthcare industry. Asia Pacific Journal of Health Management, 20(1), 166-174.
14.Mouakket, S., & Aboelmaged, M. (2023). Factors influencing green information technology adoption: A multi-level perspective in emerging economies context. Information Development, 39(4), 699-719.
15.Silalahi, i. V. (2025). Model technology user satisfaction melalui convenient technology-based use.
16.Kondasani, R. K. R., & Panda, R. K. (2015). Customer perceived service quality, satisfaction and loyalty in Indian private healthcare. International journal of health care quality assurance, 28(5), 452-467.
17.Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
18.Belenioti, Z. C., Stylos, N., & Vassiliadis, C. A. (2024). From Consumption to Prosumption: The Interplay of Digital Transformation, Prosumers and Post-tourism Experience Within Cultural Tourism. Contemporary marketing management for tourism and hospitality: How new tech and Gen Z drive sustainable Business Transformation, 5-38.
19.Fornell, C., Morgeson III, F. V., & Hult, G. T. M. (2016). Stock returns on customer satisfaction do beat the market: Gauging the effect of a marketing intangible. Journal of marketing, 80(5), 92-107.
20.Fahmi, A., Qomariah, N., Cahyono, D., & Qomariah, J. (2020). Effect of Service Quality and Service Innovation of Patient Satisfaction and Loyalty. International Journal of Engineering Research & Technology (IJERT), 9(06), 1085-1090.
21.Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. (2022). The impact of customer relationship management and company reputation on customer loyalty: The mediating role of customer satisfaction. Journal of relationship marketing, 21(1), 1-26.
22.Grant, A. M. (2012). Leading with meaning: Beneficiary contact, prosocial impact, and the performance effects of transformational leadership. Academy of management journal, 55(2), 458-476.
23.Chowdhury, J., & Ravi, R. P. (2022). Healthcare accessibility in developing countries: A global healthcare challenge. J Clin Biomed Res, 4(152), 2-5.
24.Rather, R. A., & Hollebeek, L. D. (2021). Customers’ service-related engagement, experience, and behavioral intent: Moderating role of age. Journal of Retailing and Consumer Services, 60, 102453.
25.Ahmed, S., Tarique, K. M., & Arif, I. (2017). Service quality, patient satisfaction and loyalty in the Bangladesh healthcare sector. International journal of health care quality assurance, 30(5), 477-488.
26.Dritsas, E., & Trigka, M. (2025). Exploring the intersection of machine learning and big data: A survey. Machine Learning and Knowledge Extraction, 7(1), 13.
