THE EFFECT OF QUALITY OF SERVICE ON PATIENT LOYALTY IN THE INTERNAL MEDICINE OUTPATIENT WITH PATIENT SATISFACTION AS INTERVENING FACTOR (CASE STUDY AT AL-IHSAN HOSPITAL BANDUNG)

Abstract

Quality health services can improve health development, where the hospital is one of the institutions that play an important role in the implementation of quality health services. Service quality consists of several aspects, one of which is patient satisfaction. Patient satisfaction is the capital to get more and loyal patients, where the patient is one indicator of service quality. Service quality also has a role in patient satisfaction and patient loyalty. This research was conducted at the Internal Medicine outpatient of Al-Ihsan Hospital Bandung. The type of research conducted is quantitative analytic with path analysis method and cross sectional approach using questionnaires. Data were taken on 88 patients at the Internal Medicine outpatient of Al-Ihsan Hospital Bandung. The results of this study obtained a direct effect of service quality on patient satisfaction (p-value = 0.001), there is a direct effect of patient satisfaction on patient loyalty (p-value = 0.001), there is a direct effect of service quality on patient loyalty (pvalue = 0.001) , and there is an indirect effect of service quality on patient loyalty intervening by patient satisfaction, it is known that t-count (3.496) > t-table (1.988), with an indirect effect of 23.8% and a direct effect of 59.0%. So that when service quality increases, patient loyalty will increase, either directly or mediated by patient satisfaction, and it can be interpreted that patient satisfaction partially mediates service quality to patient loyalty.