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Indian Journal of Public Health Research & Development
Year : 2019, Volume : 10, Issue : 5
First page : ( 668) Last page : ( 672)
Print ISSN : 0976-0245. Online ISSN : 0976-5506.
Article DOI : 10.5958/0976-5506.2019.01086.6

Relationship Marketing in Healthcare: A Literature review Analysis of Past, Present & Future in Private Hospitals

Abhijeet Chavan1, Sujata Joshi2,*

1Assistant Professor, BBA (IB) Department, MITWPU, Pune, India

2Professor, PhD (Marketing), Symbiosis Institute of Telecom Management, Constituent of Symbiosis International (Deemed University), Pune, India

*Corresponding Author: Joshi Sujata, Professor, PhD (Marketing), Symbiosis Institute of Telecom Management, Constituent of Symbiosis International (Deemed University), Pune, India, Email: sjoshi@sitm.ac.in

Online published on 4 June, 2019.



Although traditional marketing constitutes major portion of promotional strategies formulated by organizations, new paradigms like relationship marketing is increasing its share consistently. This paper aims to delineate the literature work in the area of relationship marketing so that its constructs can be understood in better manner with respect to the healthcare sector especially for private hospitals.


Data for this study has been collected through various online databases. Collected literature was then analyzed for relevance to topic, citations per author, year wise analysis, interrelations and collaboration patterns using Bibexcel and VOSviewer.

research Limitations/Implications

The systematic plotting of relationship marketing literature helps to graphically demonstrate the evolution of publications over a period of time and to identify areas of present-day research interests and potential directions for future research. In short it will provide research gaps which can be explored by researchers.


This paper is a contribution to the rapidly burgeoning and detonated literature on relationship marketing as it attempts to clarify the concept by understanding its various elements and conceptual relationships by studying the past literature on the topic. It focusses on satisfaction and loyalty effects of relationship marketing especially in healthcare sector



Relationship marketing, Patient satisfaction, Patient loyalty, Healthcare management.


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