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http://dx.doi.org/10.13106/jafeb.2021.vol8.no1.419

Element of Marketing: SERVQUAL Toward Patient Loyalty in the Private Hospital Sector  

AKOB, Muhammad (Postgraduate Management Program, STIEM Bongaya)
YANTAHIN, Munawar (Department of Management, Universitas Bosowa)
ILYAS, Gunawan Bata (Department of Management, STIE Amkop)
HALA, Yusriadi (Department of Accounting, STIEM Bongaya)
PUTRA, Aditya Halim Perdana Kusuma (Department of Management, Faculty of Economic & Business, Universitas Muslim Indonesia)
Publication Information
The Journal of Asian Finance, Economics and Business / v.8, no.1, 2021 , pp. 419-430 More about this Journal
Abstract
The study aims to analyze the factors that shape patient loyalty, namely, by involving the service quality factor (SERVQUAL), hospital image, patient value, and patient satisfaction in private hospitals. This study was conducted in Makassar City, Indonesia, with a sample of 296 eligible samples from private hospitals. The sample criteria were patients with outpatient and hospitalization status. Then, this study developed 23 hypotheses to test the statistical relationship between direct, intervening and multiple-effect models. Problem-solving and research focus are carried out using a quantitative method approach with a PLS-SEM-based testing tool. The bootstrapping method is being used with the constant bootstrapping step to demonstrate the results of hypothesis testing; we find that the overall hypothesis has a positive and significant effect. The combination of testing models involving several variables shows that a patient's loyalty can be formed if a patient's satisfaction has been realized. Satisfaction can be realized if the value-customer has been felt by the patients. Therefore, the hospital image must be directly proportional to service quality. Service quality is the essence of service that directly affects customers; service quality is also the reason that shapes consumer perceptions in increasing rationalization and solid customer (patient's) decision-making.
Keywords
SERVQUAL; Hospital Image; Patients Loyalty; Patients Value; Patients Satisfaction;
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