The Influence of Image and Service Quality on Patient Satisfaction That Has an Impact on Patient Loyalty

Abstract

Along with the growth of the population in Indonesia, the need for health services is increasing as well. with the phenomenon of competition between Hospitals which are increasingly becoming a challenge because it causes very fierce competition. Hospital managers must work hard to face the competitive climate with fast and precise business strategies. At a high level of competition, only hospitals with quality services and a good image can survive and excel compared to others. Hospitals must be able to provide quality services at competitive prices with the aim of achieving customer satisfaction and will have an impact on the emergence of customer loyalty. This research is categorized as survey research, where this research instrument is in the form of a questionnaire. The population in the study were patients who had more than once used the facility at the Family Hope Hospital Outpatient Installation. The sample was 118 respondents. The analysis of this study uses a structural SEM equation model based on components or variants, namely by using Partial Least Squares. This study resulted in a t-statistical value of image positively affecting patient satisfaction at Harapan Keluarga Hospital with a sample value of 0.435, image positively affecting patient loyalty at Harapan Keluarga Hospital with a sample value of 0.41, patient satisfaction with positive value for patient loyalty at Harapan Keluarga Hospital with a sample value of 0.245, service quality with positive value to patient satisfaction at Harapan Keluarga Hospital with a sample value of 0, 407, the quality of service is positively valued to patient loyalty at The Family Hope Hospital with a sample value of 0.315.