The Effect of Health Service Quality and Brand Image on Patients Loyalty, With Patients Satisfaction as Mediating Variable (A Study in Vip Ward Of Prof. Dr R Soeharso Ortopedics Hospital In Surakarta)

Abstract

<p>Business in healthcare service, like other service business, should provide a service to its patients in order to maintain patients’ loyalty to be a loyal customer. A method in increasing patients’ satisfaction and loyalty is by focusing a hospital’s business on service quality aspect. Customers’ satisfaction is an effective measurement in assessing service quality that is based on patient’s consideration on the service provided and their personal experience. The main objective of this research is to understand the effect of service quality and brand image on patients’ loyalty, with patients’ satisfaction as mediating variable. To determine the determinant of patients’ satisfaction, the study is focused on the inpatients, especially those who stay at VIP ward, of Prof Dr R Soeharso Ortopedics Hospital Surakarta, Central Java, Indonesia. The research method used is survey, which is conducted by distributing a questionnaire directly to the surveyed patients. Reliability and validity test (using Servqual instrument) is conducted. The respondents of this research consist of 211 inpatients. The data collected is analyzed using SEM method. The result shows that service quality affects patients’ satisfaction through brand image and service quality. Simultaneously, service quality and brand quality affect patients’ satisfaction. Therefore, patients’ satisfaction affects patients’ loyalty. The implication of this research is the manager of a health care company should continuously improve the service quality and brand image, thus increasing patients’ satisfaction, which will lead to patients’ loyalty.</p>

Perception of service quality, satisfaction, and behavioral intentions in Ayurveda healthcare

“…It happens due to the condition that a patient will be loyal to a hospital when he/she is satisfied with their service delivery mechanism. These results are in support of the findings of [ [68] , [69] , [70] ], who find satisfaction has the power to mediate the effect of service quality on customer loyalty.…”

A Prototype Instrument for Measuring Service Quality by Generation X Parents: A Case Study at the International School of Macao

“…In 1985, Parasuraman and colleagues proposed a model for measuring service quality that consisted of 5 dimensions: tangibles, reliability, responsiveness, assurance and empathy (Parasuramam et al, 1985). This model became known as the SERVQUAL model and has been used widely by researchers (Arasli, Mehtap-Smadi & Turan, 2005;Choudhury, 2014;Kassim & Abdullah, 2010;Marković, Lončarić & Lončarić, 2014;Sibarani & Riani, 2017) and specifically, to measure service quality in higher education (Barnes, 2007;Nguyen, 2013;Pariseau & McDaniel, 1997;Ruby, 1998). The SERVQUAL model is based on the premise that customers determine quality when the delivered service exceeds their expectation.…”

Analisis Bauran Pemasaran dalam Pengembangan Layanan Private Wing di Rumah Sakit Nasional Diponegoro

“…Rumah sakit perlu memikirkan strategi dalam menangkap pasar layanan yang ditawarkan. Strategi yang baik adalah strategi yang dapat mendukung pemasaran produk jasa layanan yang mampu meningkatkan kepuasan pelanggan menggunakan Buaran pemasaran (Sibarani & Riani, 2017). Bauran Pemasaran (Marketing Mix) adalah seperangkat variable-variable pemasaran yang digabungkan dalam rangkia mendapatkan tanggapan yang tepat dari produk yang dipasarkan.…”