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

Abstract

This study examines the impact of the digital marketing mix and complaint management on customer satisfaction, loyalty, and decision-making in clinical laboratory services during the COVID-19 pandemic. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the findings indicate that promotion strategies and product quality significantly influence customer satisfaction and loyalty. Additionally, social media engagement and responsiveness are crucial factors in complaint resolution, which reinforces customer confidence and retention. Consumer perception emerges as a crucial link between marketing strategies and customer outcomes. The study highlights the importance of targeted marketing, high-quality services, and effective complaint handling in maintaining customer engagement, offering valuable insights for clinical laboratories to refine their digital strategies and enhance service quality.