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

Purpose This study aims to explore the utility of relationship marketing (RM) practices in achieving customer loyalty (CL) via customer satisfaction (CS) as the mediator. Design/methodology/approach 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. 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. Practical implications The study reinforces the role of RM as a significant driver of marketing performance in private hospitals. Originality/value The results are intended to guide policymakers of private hospitals to manage relationships to gain competitive advantage.