Influence of Digital Marketing Mix and Complaint Handling on Customer Decisions, Satisfaction, and Loyalty in Clinical Laboratory Services

Abstract

The research investigates the influence of the digital marketing mix and complaint management on the contentment, loyalty, and decisions of customers in clinical laboratory services during the COVID-19 pandemic. Utilizing Partial Least Squares-Structural Equation Modeling (PLS-SEM), the analysis investigates the relationships among latent variables, such as consumer satisfaction, loyalty, and decision-making. "Promotion" strategies and "product" quality are critical components that contribute to consumer satisfaction and loyalty, as the results show. Remarkably, "Social Media Impact" and "Speed of Response" became essential metrics for efficient complaint resolution, emphasizing their impact on retention and confidence. The results also indicate that consumer perception is a critical intermediary that connects marketing strategies to customer outcomes. The study highlights that targeted marketing, superior goods, and effective complaint resolution enhance consumer loyalty, even during competitive and turbulent conditions. Moreover, product diversity, quality, and congruence with consumer goals substantially affect customer satisfaction, a crucial mediator that influences loyalty and decision-making. This information provides clinical laboratories with recommendations for enhancing their digital marketing and complaint management, thereby achieving long-term success and more engaged customers