The Impact of Marketing Strategy and Service Quality on Clinic Performance with Patient Satisfaction as an Intervening Variable

Mujiati

doi:10.55927/ijis.v4i10.626

Authors

Mujiati Philippine Women’s University

DOI:

https://doi.org/10.55927/ijis.v4i10.626

Keywords:

Marketing Strategy, Service Quality, Clinic Performance, Patient Satisfaction

Abstract

This study examines the impact of Marketing Strategy and Service Quality on Clinic Performance, with Patient Satisfaction as an intervening variable. A quantitative research design was employed, collecting survey data from 250 patients across multiple clinics. Structural Equation Modeling (SEM) using Partial Least Squares (PLS) was applied to analyze both direct and indirect relationships among the variables, providing a comprehensive assessment of the hypothesized model. The results indicate that Marketing Strategy does not significantly influence Patient Satisfaction, while Service Quality has a strong and positive effect, suggesting that patients’ contentment is primarily shaped by the quality of healthcare services rather than marketing initiatives. Regarding Clinic Performance, Patient Satisfaction does not significantly affect performance and does not mediate the relationship between either Marketing Strategy or Service Quality and Clinic Performance. This finding implies that patient satisfaction alone is not a decisive factor for improving operational outcomes in clinical settings. Conversely, Marketing Strategy shows a substantial direct effect on Clinic Performance, highlighting the importance of well-executed marketing efforts in enhancing clinic success. Service Quality, while crucial for patient satisfaction, does not directly improve performance, indicating that clinics should integrate effective marketing strategies with quality service delivery to achieve optimal operational outcomes

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