ENTREPRENEURIAL MARKETING AND EXPERIENCE-BASED SERVICE STRATEGIES TO BUILD PATIENT LOYALTY THROUGH SERVICE QUALITY AND SATISFACTION

Abstract

The increasing competitiveness of Indonesia’s healthcare sector compels hospitals to move beyond clinical excellence and adopt innovative, value-oriented managerial strategies. Despite extensive research on service quality, patient satisfaction, and patient loyalty, limited studies have integrated these variables within an entrepreneurial marketing framework in public referral hospitals. This study investigates how entrepreneurial marketing implemented through experience-based service strategies shapes patient loyalty through service quality and patient satisfaction. A quantitative explanatory approach was applied to first-class inpatients at Dr. Hasan Sadikin General Hospital, Bandung, using PLS-SEM. The results reveal that entrepreneurial marketing strengthens service quality and patient satisfaction, which subsequently reinforce patient loyalty. This study extends entrepreneurial marketing literature by demonstrating the role of experience-based service strategies in strengthening patient loyalty within public healthcare services. The findings provide practical guidance for developing patient-centered service innovation and competitive healthcare strategies, thereby improving long-term service competitiveness in public hospitals.