Listening Behaviour and Assertive Communications in Preventing Switching Intentions of Hospital Customers

Abstract

Several studies have shown that listening behavior affects customer satisfaction, which in turn has a negative effect on switching intention. In addition, customer behavior intention is also influenced by assertive communications. Does this apply in the context of non-face-to-face communication, such as a hospital call center? The role of hospital call center officers is becoming increasingly important in the midst of the COVID-19 pandemic. Officers must answer community questions and provide the latest information. Several studies have not seen the effect of listening behavior and assertive communication on call center officers. Using quantitative methods, the research population was hospital patients in Indonesia who contacted the call center at least once in the last 6 months. Primary data was collected using a questionnaire in Google Docs format that was sent directly via e-mail and Instagram direct messages to respondents. This online survey technique is carried out in a web-based selfadministered manner. After testing the validity and reliability, the results of this study prove that listening behavior and assertive communication affect switching intention. In addition, corporate reputation is also proven to moderate the influence of listening behavior and assertive communication on switching intention.