The INFLUENCE OF SERVICE QUALITY, BRAND IMAGE, AND COMMUNICATION ON PATIENT SATISFACTION AND LOYALTY OF UROLOGY PATIENT AT SILOAM HOSPITAL MANADO IN 2023
DOI:
https://doi.org/10.35794/jmbi.v11i1.53784Abstract
Abstract. Indonesia's entry into the free-market competition has led to a surge in the number of hospitals, resulting in intensified competition with increasingly selective consumers, higher expectations, and lower loyalty. According to the 2022 report from Siloam Hospital Manado, there has been a decline in urology patient visits, and no research has been conducted on patient satisfaction levels regarding service quality, brand image, communication, and their impact on urology patient loyalty. This situation raises concerns about a potential decline in patient visits, which is crucial during this period to enhance the hospital's marketing function for achieving patient satisfaction and loyalty. To analyze the influence of service quality, brand image, and communication on patient satisfaction and their subsequent impact on patient loyalty. This study employs a descriptive-analytic design with a quantitative approach, utilizing purposive sampling with a sample size of 161. Data is collected through questionnaires, and the analysis is conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS).
Abstrak. Masuknya Indonesia ke dalam persaingan pasar bebas telah menyebabkan lonjakan jumlah rumah sakit, sehingga persaingan menjadi semakin ketat dengan konsumen yang semakin selektif, ekspektasi yang lebih tinggi, dan loyalitas yang lebih rendah. Berdasarkan laporan RS Siloam Manado tahun 2022, terjadi penurunan kunjungan pasien urologi, dan belum dilakukan penelitian mengenai tingkat kepuasan pasien mengenai kualitas pelayanan, brand image, komunikasi, dan dampaknya terhadap loyalitas pasien urologi. Situasi ini menimbulkan kekhawatiran akan potensi penurunan kunjungan pasien, yang sangat penting pada periode ini untuk meningkatkan fungsi pemasaran rumah sakit guna mencapai kepuasan dan loyalitas pasien. Untuk menganalisis pengaruh kualitas layanan, citra merek, dan komunikasi terhadap kepuasan pasien dan dampak selanjutnya terhadap loyalitas pasien. Penelitian ini menggunakan desain deskriptif-analitik dengan pendekatan kuantitatif, menggunakan purposive sampling dengan jumlah sampel 161. Data dikumpulkan melalui kuesioner, dan analisis dilakukan menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS).
References
Aaker, D.A. 2018. Brand: Managing Brand Equity and Brand Value. Sao Paulo: Ellsevier.
Addo, A.A., Wenxin, W., Boadi, D. A., Abban, O. J., & Micah, G. B. (2020a). Sustainability of health institutions: the impact of service quality and patient satisfaction on loyalty. EJBMR, European Journal of Business and Management Research, 5(4), 1-7.
Addo, A.A., Wang, W., Dankyi, A.B., Abban, O.J. & Micah, G.B. (2020b). The mediating role of patient satisfaction in the relationship between quality of doctor services and patient loyalty: empirical evidence from the health sector of Ghana. Saudi Journal of Business and Management Studies, 5(2), 154-163.
Aladwan, M. A. (2021). The relationship among service quality, patient satisfaction and patient loyalty: case study in Jordan Mafraq Hospital. Linguistics and Culture Review, 5(3), 27-40.
Alghamdi, F.S. (2014). The impact of service quality perception on patient satisfaction in government hospitals in Southern Saudi Arabia. Saudi Med Journal, 35(10), 1271-1273.
Alkawamleh, S., Ghazali, P. L., Razak, R. A., Arifin, J. & Zain, Eni N. M. (2021). Conceptualizing the Role of patient satisfaction in the relation between services quality and patient loyalty in Jordan Public Hospitals. IEOM Society International, 7(11), 4281-4287.
Annuar, S.N.S. (2018). Determining the effect of service quality towards patients satisfaction in private hospitals in Kota Kinabalu, Sabah Malaysia. Faculty of Business and Management, Universiti Teknologi MARA Sabah, 1-15.
Azman, N.A.I., Rashid, N., Ismail, N. & Shami, S. (2019). The effect of service quality on patient satisfaction and loyalty in Malaysia Muslim Friendly Hospital. Revista de Ciencias Humanasy Sociales, 35(22), 2899-2921.
Behboudi, L. & Hosseini, S.H.K. 2017. Brand trust and image: effects on customer satisfaction. International Journal of Health Care Quality Assurance, 13(33), 1-13.
Boadi, E.B., & Wenxin, W. (2020). Effect of service quality and patient satisfaction on patient loyalty: a case study of a private hospital in Ghana. International Journal For Innovative Research In Multidisciplinary Field, 6(5), 30-36.
Bossou, Y.J., Qigui, S., Ufot, G.G., Micah, V.B, & Muhimpundu, N. (2021). The effect of patient-centered communication on patient satisfaction: exploring the mediating roles of interpersonal based medical service encounters and patient trust. North American Academic Research, 4(1), 209-225.
Chao, R.F., Wu, T.C. & Yen, W.T. (2018). The influence of service quality, brand image, and customer satisfaction on customer loyalty for private karaoke roomsin Taiwan. The Journal of Global Business Management, 11(1), 59-67.
Dam, S.M. & Dam, T.C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. Journal of Asian Finance, Economics and Business, 8(3), 0585–0593.
Devito. J.A. 2018. The Interpersonal Communication Book. New Jersey: Pearson Education Inc.
Griffin, J. 2019. Customer Loyalty Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. Jakarta: Erlangga.
Jouybar, R., Khademi, S., Emami, S., Akbari, A. & Shahriary, E. (2020). Effect of patient-physician communication on patients’ satisfaction: in a healthcare organization in south of IRAN. British Journal of Medical & Health Sciences (BJMHS), 2(1), 103-116.
Kim, C.E., Shin, J.S., Lee, J., Lee, Y.J., Kim, M., Choi, A., Park, K.B., Lee, H.J. & Ha, I.H. (2017). Quality of medical service, patient satisfaction and loyalty with a focus on interpersonal based medical service encounters and treatment effectiveness: a cross sectional multicenter study of Complementary and Alternative Medicine (CAM) hospitals. BMC Complementary and Alternative Medicine, 17(174), 1-12.
Kotler, P. & Keller, K.L. 2019. Marketing Management. New York: Pearson Education Inc.
Lin, W. & Yin, W. (2020). Service quality, brand image, perceived value, patient satisfaction and loyalty in China’s Private Dental Clinics. Research Square, Management Research Center, JiNan University, Guangzhou, China, 1-13.
Liu, S., Li, G., Liu, N., & Hongwei, W. (2021). The impact of patient satisfaction on patient loyalty with the mediating effect of patient trust. INQUIRY: The Journal of Health Care Organization, Provision, and Financing, 58(1), 1-11.
Lovelock, C. & Wirtz, J. (2017). Servicer Marketing. New York: Pearson Education Inc.
Maqsood, M., Maqsood, H., Kousar, R., Jabeen, C., Waqas, A., & Gillani, S.A. (2017). Effects of hospital service quality on patients satisfaction and behavioural intention of doctors and nurses. Saudi Journal of Medical and Pharmaceutical Sciences, 3(6), 556-567.
Martens, C., Herssens, J. & Delcourt, C. (2019a). Design supporting a customer perceived intimacy strategy in healthcare services. International Conference On Engineering Design, Delft, The Netherlands, 927-935.
Martens, C., Herssens, J. & Delcourt, C. (2019b). Exploring the concept of customer-perceived intimacy in Healthscapes. ARCH19: Conference on Architecture Research Care & Health, Hasselt University, Hasselt, Belgium, 139-145.
Negi, S., Kaur, H., Singh, G.M., & Pugazhendi, S. (2017). Quality of nurse patient therapeutic communication and overall patient satisfaction during their hospitalization stay. International Journal of Medical Science and Public Health, 6(4), 675-679.
Nursalin, K. K., Kristiawan, A., Gunawan, I., & Honggana, H. (2021). Analisa Atribut Pusat Perbelanjaan Paris Van Java Bandung Terhadap Keterlibatan Pengunjung Pusat Perbelanjaan Paris Van Java Bandung. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 8(3). https://doi.org/10.35794/jmbi.v8i3.36789
Parasuraman, A., Zeithaml, V.A. & Malhotra, A. (2017). The Behaviorial Consequenses of Service Quality. New Jersey: Prentince Hall.
Patton, C. (2020). The impact of nurse communication on patient satisfaction and organizational performance hcahps scores in acute care hospitals in Northern California. Health Systems and Policy Research, 7(6), ISSN 2254-9137.
Qadir, M., Khan, Z., Javeed, A. & Khan, M.Y. (2020). Effect of trust, customer intimacy and commitment on customer loyalty in pakistani islamic banks: the satisfaction of customers as mediating role. Asia Pacific Journal of Emerging Markets, 4(1), 44-62.
Ratnasaria, R.T., Gunawanb, S., Talibc, J.B.A., Herianingrumd, S., Widiastutie, T. & Septiarini, D.F. (2020). The moderating effects of gender between patient intimacy, trust, and loyalty. International Journal of Innovation, Creativity and Change, 12(10), 1-16.
Shie A.J., Huang, Y.F., Li, G.Y., Lyu, W.Y., Yang, M., Dai, Y.Y., Su, Z.H. & Wu, Y.J. (2022). Exploring the relationship between hospital service quality, patient trust, and loyalty from a service encounter perspective in Elderly With Chronic Diseases. Original Research, 10(25), 876266.
Treacy, M. & Wiersma, F. (2017). The Discipline of Market Leaders: Choose Your Customers, Narrow Your Focus, Dominate Your Market. UK: Hachetee.
Tulung, J. E. (2010). Global Determinants of Entry Mode Choice. Journal of Indonesian Economy and Business, 25(2), 155-169.
Versluijs, Y., Lemmers, M., Brown, L.E., Gonzalez, A.I., Kortlever, J.T.P., & Ring, D. (2021). The correlation of communication effectiveness and patient satisfaction. Journal of Patient Experience, 8(7), 1-7.
Waal, A.d. & Heijden, B.v.d. (2018). Increasing customer loyalty and customer intimacy by improving the behavior of employees. JSMA: Journal of Strategy and Management, 9(4), 492-510.
Wilson, A. & Rajan, R. (2022). A correlation study between patient satisfaction and patient loyalty at a tertiary care hospital in Kerala. International Journal of Science and Research (IJSR), 11(6), 159-161.
Wu, C.C. (2021). The impact of hospital brand image on service quality, patient satisfaction and loyalty. African Journal of Business Management, 5(12), 4873-4882
