PENGARUH CITRA, KUALITAS LAYANAN DAN KEPUASAN TERHADAP LOYALITAS PASIEN DI POLIKLINIK EKSEKUTIF RUMAH SAKIT DAERAH dr. SOEBANDI KABUPATEN JEMBER

Abstract

The study aimed to examine the influence brand image of dr Soebandi executive clinic, service quality and patient satisfaction to loyalty. There were six hypotheses were tested with path analysis using partial least squares instrument. Data were collected using a questionnaire. 100 copies questioners were distributed, 95 questionnaires were processed and analyzed to test the hypothesis. The results showed that first, second, third, and five hypotheses were received. Brand image affected on service quality, patient satisfaction and patient loyalty. Analysis of direct and indirect effects indicated that the quality of service and patient satisfaction was an intervening variable in the relationship with the brand image of an executive clinic to patient loyalty. Another hypothesis were rejected. Service quality and patient satisfaction were an important mediator in the relationship between brand image and loyalty. These findings implied that the perceived quality and satisfaction was an intervening variables to patient loyalty. Brand image played an important role in changing service quality and patient satisfaction. It would lead to better patient loyalty are higher as well. However, clinic patients with a high level of loyalty would be able to survive and win the competition.