Marketing Mix Strategy (7Ps) in Building User Loyalty in Specialized Hospitals and General Hospitals: A Systematic Review of Various Service Sectors with Implications for Healthcare Services

Aditya Yuda Pratama; Dadan Andiyana; Muhammad Maulana Akbar; Ni Putu Tiya Fenriyanti; Yuda Prasetya

doi:10.55927/fjmr.v4i12.632

Authors

Aditya Yuda Pratama Universitas Mataram
Dadan Andiyana Universitas Mataram
Muhammad Maulana Akbar Universitas Mataram
Ni Putu Tiya Fenriyanti Universitas Mataram
Yuda Prasetya Universitas Mataram

DOI:

https://doi.org/10.55927/fjmr.v4i12.632

Keywords:

Marketing Mix (7P), Influence, Patient Loyalty, Hospital

Abstract

This study aims to analyze the role marketing mix (7P) in building customer loyalty in various service sectors through a Systematic Literature Review (SLR) approach. The analysis was conducted on 15 scientific articles published between 2018 and 2024, which discussed the relationship between marketing mix elements and customer loyalty. The synthesis results show that the implementation of the marketing mix is not uniform, but rather depends on the characteristics of the service sector and the expectations of service users. In the banking sector, promotion and clarity of information are dominant factors; in the hotel sector, price and location are determining factors; while in the retail sector, product diversity and ease of access are drivers of repeat purchases. In the context of healthcare, the elements people, process, physical evidence, and service quality are central factors in building trust and emotional bonds with patients, which ultimately strengthen loyalty. These findings suggest that marketing strategies in healthcare services need to be oriented toward human experiences, interpersonal interactions, and service transparency, and not solely rely on a transactional approach.

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