|Title: REVITALIZING HEALTHCARE MARKETING FOR SUSTAINABLE REUSE INTENTION MEDICAL CHECK-UP THROUGH SERVICE LOGIC FOR VALUE AND QUALITY SERVICE
Asep Aziz Asopari, Willy Arafah, Bahtiar Usman and Muhammad Yusuf Alhadihaq
This study aims to explore the application of Service Logic (SL) for Value in healthcare service marketing and its impact on the intention to reuse medical examinations. The study employs a causal method with 385 respondents who are users of medical check-up services at RSUD (Public Hospital). Data analysis is conducted using Structural Equation Modeling (SEM). The findings highlight the importance of understanding patients’ needs, preferences, and expectations in designing healthcare services. By focusing on value creation and delivering quality services, healthcare service providers can enhance patient satisfaction and encourage repeat health examinations. By integrating SL principles into healthcare service marketing strategies, providers can create positive patient experiences, improve service quality, and foster long-term relationships with patients. Practical implications include adopting Service Logic principles in the marketing of medical check-up services, which can revitalize healthcare services and promote sustained intention to reuse for medical examinations, leading to a more sustainable healthcare service ecosystem.
|Keywords: Value co creation, Satisfaction, Healthcare, Services Dominant Logic.