PENGARUH KUALITAS PELAYANAN TERHADAP BEHAVIORAL COMPLIANCE DENGAN KEPUASAN PASIEN SEBAGAI VARIABEL MEDIASI DAN NILAI YANG DIPERSEPSIKAN SEBAGAI PEMODERASI

Abstract

The notion of behavioral compliance in healthcare sector has been getting a great attention for academicians and
practitions. The purpose of this study was to investigate the effect of patient satisfaction as mediation on the
relationship between service quality and behavioral compliance. Besides, this study also examined the role of
perceived value as moderator. The sampling technique used in this study was porposive sampling whereas the
numbers of used samples were 72 respondents. The results of this study revealed that service quality had
positive effect on patient satisfaction and furthermore patient satisfaction was also found to have positive effect
on behavioral compliance. Specifically, this study displayed that patient satisfaction played as mediator on the
relationship between service quality and behavioral compliance. On the other hands, perceived value had
positive effect on patient satisfaction, however it did not moderate the relationship between service quality and
patient satisfaction.