The effect of customer's orientation of service employee on customer's satisfaction of health services

Abstract

Purpose: The purpose of this study is to analyze the influence of customer's orientation of service employee (COSE) on customer satisfaction as well as its impact on the customer loyalty in C type of private hospitals in Surakarta, Central Java. Design/Methodology/Approach: The study uses three variables, namely customer's orientation of service employee (COSE), customer's satisfaction, and customer loyalty. This research uses Structural Equation Modeling (SEM) as research method, and data analysis technique using AMOS 23.0. Findings: The result of the study shows that COSE had influenced the customer's satisfaction and the customer's loyalty. In conclusion, the customer's satisfaction is an intervening variable that can mediate the effect of variable COSE on the customer's loyalty. Practical Implications: COSE is something important to affect the performance of the resulting service which will provide customer's satisfaction that will affect customer's loyalty and improve the higher sustainable interaction between service providers (hospital) and patients. Originality/Value: This is part of a research on the effect of COSE on customer's satisfaction on health services, especially for private hospitals in Indonesia.