Effect of Service Quality on Patient Satisfaction with the Hospital's Image as a Moderator at Royal Prima Hospital Medan

Abstract

Customer loyalty has become an interesting issue in the field of marketing. This customer loyalty arises because of the influence of the satisfaction felt by customers. Imaging is an important stage for hospitals because it can encourage customer loyalty. Customer service is a very important element to foster customer satisfaction which ultimately fosters loyalty to customers. This study aims to examine the influence of hospital image and service quality on customer loyalty through patient satisfaction. This research method is a descriptive quantitative conducted at RSU Royal Prima Medan in July 2022. The total population of outpatients and inpatients using hospital services in the last 3 months ± 35,456 people with an average per month of ± 11,818 patients. The minimum sample using the sem structural equation modeling (SEM) analysis technique was determined by 100 people. Sample determination technique using nonprobability sampling method purposive sampling approach. Data analysis using bivariate and multivariate with multiple regression analysis models and simulates hypothesis assessment using the F test and T-test. The calculated F value of 45,213 is greater than that of F table 3.07 with a sig of 0.002 < 0.05. The Service Quality Variable has a calculated t of 4.522 and a t table value of 1.977 then the calculated t value of > t tabel at α=5% (4,522>2,627) with a significant value of 0.002 is less than 0.05 (0.002<0.05), so the results of the H0 study were rejected and H1 was accepted. The conclusion of the Service Quality variable (X1) and the Image variable (X2) partially had a significant effect on Patient Loyalty (Y) at Royal Prima Hospital Medan. The result of the value of the coefficient of determination (Adjusted R Square) is 0.460. This shows that 46% of the Patient Loyalty variable (Y) can be explained by the service quality variable (X1) and the Image variable (X2), while the remaining 64% is a variation of other variables that are not described in this study, for example, discipline, leadership, and so on.