View metadata, citation and similar papers at core.ac.uk brought to you by CORE JAGADHITA:Jurnal Ekonomi & Bisnis, Vol. 5, No 1. Maret 2018,provided Hal by 1Ejournal-7 Universitas Warmadewa Available Online at http://ejournal.warmadewa.ac.id/index.php/jret DOI: 10.22225/jj.5.1.440.1-7 THE EFFECT OF SERVICE QUALITY ON PATIENT LOYALTY MEDIATED BY PATIENT SATISFACTION IN BALI SILOAM HOSPITAL I Made Adhi Mahendrayana Putu*, Ngurah Suyatna, Yasa Luh Putu Indiani Faculty of Economics of Management, Postgraduate Program, Warmadewa University, Denpasar, Bali E-mail: [email protected] Abstrak Favorable Service Quality is one of the objectives in the implementation of health service at Bali Siloam Hospital synergizing with patient satisfaction to provide customer loyalty. This study aims at determining the effect of Service Quality on Patient Loyalty with Patient Satisfaction Mediation at Bali Siloam Hospital. The research method used was quantitative descriptive. Data analysis techniques used was multivariate statistical techniques of Partial Least Squares (PLS) method. The sample of this research was inpatient at Bali Siloam Hospital consisting of 100 respondents. The results of the study showed that Service Quality has a positive and significant effect on Patient Satisfaction with a significance value of 0.29. Service Quality positively and significantly influencing to Patient Loyalty with significance value equal to 0.39. Patient Satisfaction has positive and significant effect on Patient Loyalty with significance value of 0.56. Patient Satisfaction has a positive and significant influence in mediating the influence of Service Quality on Patient Loyalty with significance value of 0.469. Bali Siloam Hospital is advised to provide better supporting facilities, to improve the empathy of nurses while providing services to inpatients, and to provide certainty of information provided services, to create patient satisfaction, which would ultimately impact on increasing patient loyalty. Keywords: Service Quality, Patient Loyalty, Patient Satisfaction I. INTRODUCTION research in private hospitals in Iran found that A. Background of Problem the five dimensions of service quality had a significant effect on patient satisfaction. Hospital is one of the health facilities in which to conduct health efforts by empowering Based on the interview with a customer various trained and educated personnel in service unit and suggestion boxes, it was dealing with and handling medical problems for noticed that there are still many complaints such the recovery and maintenance of good health. as lack of nurses' hospitality, lack of speed in User of hospital services in this case require providing administrative services and quality services not only concerning the uncomfortable medical service attitudes to recovery of the disease physically or improving make various evaluations continue to be done. the degree of health, but also relating to the If evaluated, this is certainly very disturbing satisfaction of the attitude, always the and detrimental to Bali Siloam Hospital, started availability of adequate facilities, infrastructure from the process of effectiveness of employees’ and physical environment that can provide performance which is less inefficient, unflexible comfort. Due to the increasing of Service and less timely, lack of accurate, actual and Quality, hospital service function needs to be express information for patients, employees and improved to be more effective and efficient and management Bali Siloam Hospital, and to the satisfaction providing to patient, family and decline Service Quality in patient (customer). society (Jacobis, 2013). Based on the background elaborated above, Hamidiyah (2016) said that there is a main problems in this research can be significant relationship between patient formulated as in the following description. perceptions about Service Quality and patient Main problems in this research that will be loyalty. Belaid, et al. (2015) stated that there is explained in the discussion below are the a positive and significant impact of Service service quality impact on patient loyalty, the Quality on patient satisfaction at Bechar Public influence of service quality on patient Hospital Institution. Al-Abri and Al-Balushi satisfaction, the effect of patient satisfaction on (2014) in his research indicated that Service patient loyalty and the role of patient Quality significantly affects patient satisfaction. satisfaction in mediating the influence of Siska (2016) in his research proved that service quality on patient loyalty at Bali Siloam dimensions of Service Quality are formed Hospital. through tangibility, reliability, responsiveness, Regarding the problem formulation above, assurance, emphaty and trust influence, the purposes of this research are to identify and simultaneously and significantly to satisfaction analyze the influence of service quality on patient. Zarei et al. (2015) who conducted patient loyalty, the effect of service quality on JAGADHITA: Jurnal Ekonomi & Bisnis, Vol. 5, No 1. Maret 2018, hal 2 patient satisfaction, the effect of patient customers get by comparing the satisfaction on patient loyalty and the role of expectations of the product or service and patient satisfaction in mediating service quality the perception of the product or service it to loyalty at Bali Siloam Hospital. receives. If they get fit or even more than expected, then they can be said to be II. LITERATURE REVIEW satisfied, and if not then it can be said not A. Service Quality satisfied (Gill and White, 2009). According to Kotler and Keller (2012), customer Parasuraman et al. (1994) stated that service satisfaction is a pleasant or unpleasant quality is a concept consisting of five dimensions, namely tangible, reliability, feeling experienced by customers based on responsiveness, assurance and empathy. These the results of his evaluation of the five dimensions are instrumental in shaping expectation and reality of product /service customer loyalty levels. obtained. Furthermore, Gill and White The dimension of the physical appearance (2009) stated the existence of a gap theory (tangible) that the company provides to in the healthcare industry. They explain that customers such as physical facilities, basically the patient's orientation and equipment, employee friendliness will affect service provider is different, and if the the level of customer loyalty. The more the condition is appropriate, the patient will consumer feels the tangible value that the feel satisfied. Therefore, patient satisfaction company provides the more the customer plays an important role in assessing service loyalty increases. quality and continued service in the next The reliability dimensions (reliability) of the period (Grogan et al., 2000). services provided by the company in the form of speed, accuracy and satisfaction will have an impact on the high level of their loyalty to the C. Customer’s Loyality company's products. Having a loyal customer is the ultimate The responsiveness dimension of the goal of all companies. But most of the company's employees in serving the customers. companies do not know that customer When good service is provided by the loyalty is formed through several stages, employees, kinship relationship will be formed. starting from looking for potential This will affect the level of customer loyalty to customers up to the formation of advocate the company. The results of Hadioetomo (2009) customers that will bring benefits to the concluded that the dimensions of company. Hurriyati (2005: 35) stated that responsiveness affect the level of patient loyalty. customer loyalty plays an important role in a company, maintaining them means Assurance dimension includes knowledge, improving financial performance and ability, courtesy and trustworthiness of maintaining the company's survival, this is employee to consumer. The value derived will shape customer loyalty. The results of Cronin et the main reason for a company to attract al. (2000) which concluded that assurance and retain customers. Efforts of making dimension has relationship and influence to loyal customers cannot be done directly, but loyalty. through several stages, ranging from The dimension of empathy (empathy) looking for potential customers to obtain includes communication, attention and partners. understanding of consumer needs. If consumers Understanding on the customer loyalty is feel that employees of the company can provide actually not only seen from the transaction empathy to consumers then they no longer feel alone or repeat purchase (repeat customer). hesitant to continue to consume services There are several characteristics or provided. This will shape the level of customer characteristics of a customer can be loyalty. The results of Gunawan et al. (2011) concluded there is a direct relationship between considered loyal Griffin (2005), namely: the empathy dimension to patient loyalty. 1) Customers who repurchase regularly (makes regular repeat purchases) 2) Customers who purchase for other B. Costumer’s Satisfaction products/services in the same place Customer satisfaction is the value that (purchases across product and services JAGADHITA: Jurnal Ekonomi & Bisnis, Vol. 5, No 1. Maret 2018, hal 3 line) III.RESEARCH FINDINGS AND 3) Customers who refer to others (refers DISCUSSION other) RESEARCH FINDINGS 4) Customers who can not be influenced by A. Testing Research Instrument Validity competitors to move (demonstrates an Validity testing was processed