Introduction: This study explores the influence of marketing approach on customer experience in speech therapy industry. The respondents were the parents or caregivers of children with communication difficulties, who are receiving speech therapy in therapy centres. The modern marketing management consists of four elements which are People, Process, Program and Performance. The mediating effect of these four elements towards relationship marketing will be also investigated in this study. Methodology: Quantitative method was used to analyze the data collected via questionnaire regarding customer experience. The analysis tool involved are SPSS and Smart PLS. 335 participants are recruited in full study; 46 participants had been recruited in pilot study. Findings: For both pilot study and full study, the Cronbach’s alpha for item in questionnaire are more than 0.7. As a result, this study explores that the Process, Performance and People are, surprisingly, not always influence the Customer Experience. However, finding suggests that both Program and Performance can affect the Relationship Marketing, while Relationship Marketing has significant relationship with Customer Experience. Program has a stronger effect compared to Performance, as Program has direct significance towards Relationship Marketing and also direct significance towards Customer Experience; but Performance itself only have indirect significance towards Customer Experience via Relationship Marketing as mediating factor. Conclusions and Recommendation: In conclusion, this study investigates the efficiency of modern marketing skill towards customer experience through relationship marketing. It is worth for marketers to be fully aware that, by focusing on Program and Performance, it can further speed up the process of building good customer experience in this unique healthcare industry. Future researchers can even replicate this study to study what base the customer experience in different types of speech therapy delivery modes (home visit or online speech therapy) and to adult population who needs speech therapy.
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