PENGARUH KUALITAS PELAYANAN DAN KEPUASAN PASIEN TERHADAP LOYALITAS PASIEN DENGAN CITRA RUMAH SAKIT SEBAGAI VARIABEL INTERVENING (STUDI PADA RSUD. MAYJEN H.A THALIB KABUPATEN KERINCI)

Abstract

This study aimed to examine the intervening effect of hospital image on the
relationship between service quality, customer satisfaction and customer loyalty. The
research population is all patients in the period of June-November 2014 that and the
numbers of usable samples were 100 patients. In order to test hypotheses, this study
performs multiple regression and hierarchical regression analyses. The results of
analysis displayed that a) Service quality, customer satisfaction, and hospital image
influenced customer loyalty significantly. b) Service quality and customer influenced
hospital image significantly. c) Hospital image played as full intervening on the
relationship between service quality and customer loyalty. d) Hospital image played
as partial intervening on the relationship between customer satisfaction and customer
loyalty. The research findings provide some practical contributions that in order to
enhancing customer loyalty future, it is suggested to increase hospital image by
enhancing the implementation of service quality and customer satisfactin.
Keywords: Service Quality, Customer Satisfaction, Hospotal Image, and Customer
Loyalty.