{"id":"https://openalex.org/W7225744619","doi":"https://doi.org/10.37284/eajbe.9.4.6235","title":"The Efficacy of Relationship Marketing on Service Quality Perception in Kenyan Healthcare Providers: A Systematic Empirical Literature Review","display_name":"The Efficacy of Relationship Marketing on Service Quality Perception in Kenyan Healthcare Providers: A Systematic Empirical Literature Review","publication_year":2026,"publication_date":"2026-11-10","ids":{"openalex":"https://openalex.org/W7225744619","doi":"https://doi.org/10.37284/eajbe.9.4.6235"},"language":"en","primary_location":{"id":"doi:10.37284/eajbe.9.4.6235","doi":"https://doi.org/10.37284/eajbe.9.4.6235","is_oa":true,"landing_page_url":"https://doi.org/10.37284/eajbe.9.4.6235","pdf_url":null,"source":{"id":"https://openalex.org/S4210237559","display_name":"East African Journal of Business and Economics","issn_l":"2707-4250","issn":["2707-4250","2707-4269"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"East African Journal of Business and Economics","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://doi.org/10.37284/eajbe.9.4.6235","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5080906543","display_name":"Yobes Benjamin Nyaboga","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4210151796","display_name":"Kisii University","ror":"https://ror.org/053stv828","country_code":"KE","type":"education","lineage":["https://openalex.org/I4210151796"]}],"countries":["KE"],"is_corresponding":true,"raw_author_name":"Yobes Benjamin Nyaboga","raw_affiliation_strings":["Kisii University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Kisii University","institution_ids":["https://openalex.org/I4210151796"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5080906543"],"corresponding_institution_ids":["https://openalex.org/I4210151796"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"9","issue":"4","first_page":"690","last_page":"708"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10154","display_name":"Customer Service Quality and Loyalty","score":0.8036999702453613,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10154","display_name":"Customer Service Quality and Loyalty","score":0.8036999702453613,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14358","display_name":"Healthcare Quality and Satisfaction","score":0.13459999859333038,"subfield":{"id":"https://openalex.org/subfields/3600","display_name":"General Health Professions"},"field":{"id":"https://openalex.org/fields/36","display_name":"Health Professions"},"domain":{"id":"https://openalex.org/domains/4","display_name":"Health Sciences"}},{"id":"https://openalex.org/T11722","display_name":"Patient Satisfaction in Healthcare","score":0.04899999871850014,"subfield":{"id":"https://openalex.org/subfields/3600","display_name":"General Health Professions"},"field":{"id":"https://openalex.org/fields/36","display_name":"Health Professions"},"domain":{"id":"https://openalex.org/domains/4","display_name":"Health Sciences"}}],"keywords":[],"concepts":[{"id":"https://openalex.org/C140781008","wikidata":"https://www.wikidata.org/wiki/Q1221081","display_name":"Service quality","level":3,"score":0.5799999833106995},{"id":"https://openalex.org/C160735492","wikidata":"https://www.wikidata.org/wiki/Q31207","display_name":"Health care","level":2,"score":0.5188000202178955},{"id":"https://openalex.org/C136703025","wikidata":"https://www.wikidata.org/wiki/Q44605","display_name":"SERVQUAL","level":4,"score":0.5087000131607056},{"id":"https://openalex.org/C2779885105","wikidata":"https://www.wikidata.org/wiki/Q182263","display_name":"Empathy","level":2,"score":0.49309998750686646},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.4544999897480011},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.4431999921798706},{"id":"https://openalex.org/C125209646","wikidata":"https://www.wikidata.org/wiki/Q1338878","display_name":"Cultural diversity","level":2,"score":0.4399999976158142},{"id":"https://openalex.org/C2779530757","wikidata":"https://www.wikidata.org/wiki/Q1207505","display_name":"Quality (philosophy)","level":2,"score":0.41510000824928284},{"id":"https://openalex.org/C2777900618","wikidata":"https://www.wikidata.org/wiki/Q5193379","display_name":"Cultural intelligence","level":2,"score":0.4147999882698059},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.40610000491142273},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.4025999903678894},{"id":"https://openalex.org/C26760741","wikidata":"https://www.wikidata.org/wiki/Q160402","display_name":"Perception","level":2,"score":0.3882000148296356},{"id":"https://openalex.org/C169536714","wikidata":"https://www.wikidata.org/wiki/Q1666159","display_name":"Cultural competence","level":2,"score":0.37560001015663147},{"id":"https://openalex.org/C100521375","wikidata":"https://www.wikidata.org/wiki/Q2015382","display_name":"Competence (human resources)","level":2,"score":0.36980000138282776},{"id":"https://openalex.org/C166052673","wikidata":"https://www.wikidata.org/wiki/Q83021","display_name":"Empirical evidence","level":2,"score":0.36719998717308044},{"id":"https://openalex.org/C2780378061","wikidata":"https://www.wikidata.org/wiki/Q25351891","display_name":"Service (business)","level":2,"score":0.3646000027656555},{"id":"https://openalex.org/C2776035688","wikidata":"https://www.wikidata.org/wiki/Q1606558","display_name":"Affect (linguistics)","level":2,"score":0.3637000024318695},{"id":"https://openalex.org/C189708586","wikidata":"https://www.wikidata.org/wiki/Q1504425","display_name":"Systematic review","level":3,"score":0.34950000047683716},{"id":"https://openalex.org/C137403100","wikidata":"https://www.wikidata.org/wiki/Q41710","display_name":"Ethnic group","level":2,"score":0.3488999903202057},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.3422999978065491},{"id":"https://openalex.org/C2780795282","wikidata":"https://www.wikidata.org/wiki/Q1221094","display_name":"Services marketing","level":3,"score":0.34209999442100525},{"id":"https://openalex.org/C116537","wikidata":"https://www.wikidata.org/wiki/Q2169973","display_name":"Service provider","level":3,"score":0.33980000019073486},{"id":"https://openalex.org/C159110408","wikidata":"https://www.wikidata.org/wiki/Q121176","display_name":"Nursing","level":1,"score":0.3296999931335449},{"id":"https://openalex.org/C75630572","wikidata":"https://www.wikidata.org/wiki/Q538904","display_name":"Applied psychology","level":1,"score":0.3260999917984009},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.31040000915527344},{"id":"https://openalex.org/C2778022972","wikidata":"https://www.wikidata.org/wiki/Q17051641","display_name":"Cultural humility","level":3,"score":0.28780001401901245},{"id":"https://openalex.org/C2775944032","wikidata":"https://www.wikidata.org/wiki/Q22907659","display_name":"Patient satisfaction","level":2,"score":0.2825999855995178},{"id":"https://openalex.org/C206345919","wikidata":"https://www.wikidata.org/wiki/Q20380951","display_name":"Resource (disambiguation)","level":2,"score":0.27559998631477356},{"id":"https://openalex.org/C2777754422","wikidata":"https://www.wikidata.org/wiki/Q17081927","display_name":"Social marketing","level":2,"score":0.27459999918937683},{"id":"https://openalex.org/C138816342","wikidata":"https://www.wikidata.org/wiki/Q189603","display_name":"Public health","level":2,"score":0.2721000015735626},{"id":"https://openalex.org/C509550671","wikidata":"https://www.wikidata.org/wiki/Q126945","display_name":"Medical education","level":1,"score":0.26829999685287476},{"id":"https://openalex.org/C14224292","wikidata":"https://www.wikidata.org/wiki/Q13600188","display_name":"Conceptual framework","level":2,"score":0.26759999990463257},{"id":"https://openalex.org/C2780110086","wikidata":"https://www.wikidata.org/wiki/Q161837","display_name":"Public service","level":2,"score":0.2646999955177307},{"id":"https://openalex.org/C120936955","wikidata":"https://www.wikidata.org/wiki/Q2155640","display_name":"Empirical research","level":2,"score":0.25760000944137573},{"id":"https://openalex.org/C71924100","wikidata":"https://www.wikidata.org/wiki/Q11190","display_name":"Medicine","level":0,"score":0.25690001249313354},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.25209999084472656}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.37284/eajbe.9.4.6235","doi":"https://doi.org/10.37284/eajbe.9.4.6235","is_oa":true,"landing_page_url":"https://doi.org/10.37284/eajbe.9.4.6235","pdf_url":null,"source":{"id":"https://openalex.org/S4210237559","display_name":"East African Journal of Business and Economics","issn_l":"2707-4250","issn":["2707-4250","2707-4269"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"East African Journal of Business and Economics","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.37284/eajbe.9.4.6235","doi":"https://doi.org/10.37284/eajbe.9.4.6235","is_oa":true,"landing_page_url":"https://doi.org/10.37284/eajbe.9.4.6235","pdf_url":null,"source":{"id":"https://openalex.org/S4210237559","display_name":"East African Journal of Business and Economics","issn_l":"2707-4250","issn":["2707-4250","2707-4269"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"East African Journal of Business and Economics","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":[],"abstract_inverted_index":{"Relationship":[0,142],"marketing":[1],"(RM)":[2],"enhances":[3],"perceived":[4,168],"service":[5,48,110,169,221],"quality":[6,126,222],"in":[7,63,99,172,207,292],"healthcare":[8,213,294],"by":[9,122,141,182],"shifting":[10],"interactions":[11],"from":[12],"isolated":[13],"transactions":[14],"to":[15,36,108,284],"sustained,":[16],"trust-based":[17],"relationships":[18],"through":[19],"personalised":[20,67,156],"communication,":[21],"engagement,":[22,71],"and":[23,39,68,76,88,95,103,112,116,133,148,158,165,175,194,231,250,255,273,281,288],"feedback.":[24],"In":[25],"Kenya,":[26],"embedding":[27],"these":[28,237],"principles":[29],"into":[30],"routine":[31],"care":[32],"faces":[33],"challenges":[34],"due":[35],"resource":[37,256],"limitations":[38],"cultural":[40,77,233,253,265,282],"diversity,":[41],"which":[42],"adversely":[43],"affect":[44],"patients\u2019":[45],"perceptions":[46,62],"of":[47,58,82,86,290],"quality.":[49],"This":[50,201],"systematic":[51],"review":[52,202],"synthesises":[53],"evidence":[54,204],"on":[55,60,205,227,278],"the":[56,130,286],"impact":[57],"RM":[59,178,206,218,291],"patient":[61,113,184,270,279],"Kenyan":[64,293],"healthcare,":[65],"emphasising":[66],"culturally":[69,159,210],"sensitive":[70,160],"implementation":[72,179],"barriers,":[73],"feedback":[74,192,271],"mechanisms,":[75],"heterogeneity.":[78,234],"A":[79],"PRISMA-aligned":[80],"search":[81],"PubMed,":[83],"Scopus,":[84],"Web":[85],"Science,":[87],"Google":[89],"Scholar":[90],"identified":[91],"peer-reviewed":[92],"quantitative,":[93],"qualitative,":[94],"mixed-methods":[96,135],"studies":[97],"published":[98],"English":[100],"between":[101],"2016":[102],"2025":[104],"using":[105,129],"keywords":[106],"related":[107],"RM,":[109],"quality,":[111,170],"satisfaction.":[114],"Screening":[115],"data":[117],"extraction":[118],"were":[119],"conducted":[120],"independently":[121],"two":[123],"reviewers,":[124],"with":[125,197,252],"assessment":[127],"performed":[128],"JBI,":[131],"CASP,":[132],"integrated":[134],"criteria.":[136],"The":[137],"synthesis":[138],"was":[139],"guided":[140],"Marketing":[143],"Theory,":[144,147],"Social":[145],"Exchange":[146],"an":[149,239],"RM-adapted":[150],"SERVQUAL":[151],"framework.":[152],"Findings":[153],"indicate":[154],"that":[155,216],"communication":[157,275],"engagement":[161],"foster":[162],"trust,":[163],"rapport,":[164],"support,":[166],"enhancing":[167],"particularly":[171],"empathy,":[173],"assurance,":[174,249],"responsiveness.":[176],"However,":[177],"is":[180,243],"hindered":[181],"high":[183],"volumes,":[185],"scarce":[186],"resources,":[187],"limited":[188],"relational":[189],"training,":[190],"weak":[191],"infrastructure,":[193],"ethnic":[195],"diversity":[196],"varied":[198],"health":[199],"beliefs.":[200],"integrates":[203],"Kenya\u2019s":[208],"resource-constrained,":[209],"diverse":[211],"public":[212],"sector,":[214],"demonstrating":[215],"while":[217],"can":[219],"improve":[220],"perception,":[223],"its":[224],"success":[225],"depends":[226],"overcoming":[228],"systemic":[229],"barriers":[230],"addressing":[232],"To":[235],"address":[236],"challenges,":[238],"adapted":[240],"RM-SERVQUAL":[241],"framework":[242],"proposed,":[244],"extending":[245],"tangibility,":[246],"reliability,":[247],"responsiveness,":[248],"empathy":[251],"competence":[254,266],"adaptability.":[257],"Low-cost,":[258],"high-impact":[259],"interventions":[260],"are":[261],"recommended,":[262],"including":[263],"peer-led":[264],"training":[267],"modules,":[268],"SMS-based":[269],"systems,":[272],"tiered":[274],"protocols":[276],"based":[277],"acuity":[280],"complexity,":[283],"enhance":[285],"feasibility":[287],"effectiveness":[289],"settings.":[295]},"counts_by_year":[],"updated_date":"2026-11-11T12:16:26.678958","created_date":"2026-11-11T00:00:00"}