THE IMPACT OF SERVICE QUALITY ON PATIENT LOYALTY THE MODERATING ROLE OF PATIENT SATISFACTION AT SANTA ELISABETH HOSPITAL MEDAN
Keywords:
Service Quality, Patient Loyalty, Patient Satisfaction, Moderation, HospitalAbstract
This study aims to analyze the influence of service quality on patient loyalty, with patient satisfaction as a moderating variable at Santa Elisabeth Hospital Medan. Service quality is measured through five SERVQUAL dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The research employs a quantitative approach using the Partial Least Square - Structural Equation Modeling (PLS-SEM) method for data analysis. Data were collected through questionnaires distributed to 100 inpatient and outpatient respondents. The results show that all dimensions of service quality significantly influence patient loyalty. Moreover, patient satisfaction is proven to moderate the relationship between service quality and patient loyalty, where the effect of service quality on loyalty becomes stronger when patient satisfaction is high. These findings emphasize the importance of improving service quality not only in technical aspects but also in addressing emotional factors and patient needs, in order to create satisfaction that fosters long-term loyalty to the hospital.References
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