Pengaruh Mutu Pelayanan terhadap Kepuasan dan Hubungannya dengan Loyalitas Pasien di Rumah Sakit Umum Kota Sabang

Abstract

To support the program of Indonesia Sehat 2010 (Healthy Indonesia 2010), a hospital has to provide optimal service quality that can meet the expectation of patients as consumers so that the service provided by the hospital can result in patient's satisfaction and eventually creates loyalty. The problems to be answered in this study are how service quality influences the satisfaction of the in-patient patients and how the satisfaction of the in-patients is related to their loyalty in Sabang General Hospital. The purpose of this study is to examine and analyze the influence of service quality provided by the hospital on patient's satisfaction in Sabang General Hospital, to examine and analyze the dimension of service quality which dominantly influence patient's satisfaction in Sabang General Hospital, and to examine and analyze the relationship between patient's satisfaction and patient's loyalty in Sabang General Hospital. The theory in use for this study is Marketing Management Theory is to related with Service Quality, Satisfaction and Consumer Loyalty. The purpose of this explanatory case study with qualitative descriptive approach with census sampling. Technique and documentation with were obtained through the distribution of questionnaires to 36 respondents and documentation study. The hypotesis was tested using computer-assisted multiple linear regression analysis. Coefficients of determination shows that R square = 0.818, meaning that influence the aspect of service quality on patient's satisfaction is 81.8% and the remaining 18.2% is influenced by other factors which were not involved in this study. Simultaniously, the result of test shows that service quality comprising tangible, reability, responsiveness, assurance and empathy have a significant influence on patient's satisfaction. The variable of assurance has the most dominant relationship to patient's satisfaction with the highest value of Unstandardized Coefficient Beta value of 0.064. The result of simple linear regression test shows that the satisfaction of in-patient patients has an influence on patient's loyalty in Sabang General Hospital with significant probability value of 0.017.