Determination of Customer Loyalty through Customer Satisfaction at Ajatappareng Hospital Sulawesi Selatan (original) (raw)

Background: This study aims to determine the effect of service quality, image, and customer relationship management directly towardsthe patient satisfaction and loyalty, as well as the indirect effect on patient loyalty with patient satisfaction as an intervening variable in RSUD of Ajatappareng area Sulawesi Selatan. Methods: In this study used of 300 people whichtaken of patients that coming from in five regional public hospitals in Ajatappareng area. Every hospital is represented by 60 samples that use the sampling method, which are non-random or non-probability selection in the form of purposive sampling. The data results of this study were analyzed byusing Structural Equation Modeling (SEM) applications. Results: Service quality has a positive but insignificant effect on patient loyalty. Then the quality of service, image, and customer relationship management, three of them have a positive and significant effect on patient loyaltydirectly. Meanwhile, if using patient satisfaction as an intervening variable, then the results obtained are service quality and customer relationship management have a positive and significant effect on loyalty. Conclusion:This study can be useful for the hospital or public business sectors as well as that applied satisfaction and loyalty. In this study has some novelty that may benefit for hospital sectors, also there are a new objects at Ajatappareng Hospital which was never conducted before.