Connecting the vital link nodes to superior value creation in private health-care marketing in Ghana: a relationship marketing paradigm

This study aims to explore the utility of relationship marketing (RM) practices in achieving customer loyalty (CL) via customer satisfaction (CS) as the mediator.

A convenience sampling of 592 customers of private hospitals was used to generate data. Structural equation modelling (SEM) was used to analyse data to generate findings.

The study establishes a direct positive association between RM practices and CL. The study also found that CS mediates the relationship between RM practices and CL.

The study reinforces the role of RM as a significant driver of marketing performance in private hospitals.

The results are intended to guide policymakers of private hospitals to manage relationships to gain competitive advantage.