Determinant of Customer of Loyalty in Healthcare Industry : Mediating Role of Customer Trust

Endang Saefuddin Mubarok,Rahmat Hidayat,Ahman Kuktur Hia,Arif Kurniawan,Euis Bandawaty

doi:10.52728/ijjm.v3i1.406

Abstract

This research aimed at understanding the effect of service quality, clinic image, and price/tariff on patient trust and loyalty. The multivariate analysis with descriptively and explanatorily-quantitative method was used for this research. The samples of the research were 120 respondents. Data collection was carried out using a questionnaire instrument and was subsequently analyzed by using Structural Equation Modeling (SEM). The results of this research concluded that the service quality and price/tariff had a significant effect on trust and clinic image had no significant effect on patient trust. The quality of service, clinic image, and price/tariff had a significant effect on patient loyalty, while trust had no significant effect on patient loyalty. Trust can mediate the effect of clinical image on patient loyalty. However, trust cannot mediate the effect of service quality and price/tariff on patient loyalty. The strength value of the dependent variable shown by the calculation of multiple correlation values (R2), both trust and patient loyalty are significant.

Highlights

From just a managerial function, marketing has transformed into a business philosophy and way of being oriented towards satisfying customers’ needs and desires, as a consequence, it encourages companies to have a competitive advantage in a sustainable manner as well as to make contribution to the welfare of society and general environment
The quality of service, clinic image, and price/tariff had a significant effect on patient loyalty, while trust had no significant effect on patient loyalty
Trust can mediate the effect of clinical image on patient loyalty

Summary

Introduction

From just a managerial function, marketing has transformed into a business philosophy and way of being oriented towards satisfying customers’ needs and desires, as a consequence, it encourages companies to have a competitive advantage in a sustainable manner as well as to make contribution to the welfare of society and general environment. Changes in the market environment create opportunities as well as threats to the company's sustainability. Customers, company, competition, collaborators, and change (Kusumawardani et al, 2020; Minarti & Segoro, 2014). In order for companies to survive in the dynamics of market changes, there are several essential aspects that companies must obtain from customers-loyalty, trust, service quality, image, and price. Determinant of Customer of Loyalty in Healthcare Industry : Mediating Role of Customer Trust Mubarok, Kurniawan, Hidayat, Hia, Bandawaty in it (Kotler & Keller, 2016), which is indicated by repeated purchases tending to use the services of the same company only (Baliga et al, 2021), which is built on a long-term relationship between a person and another, between an individual and a company, and between a company and another company. Loyalty is built by trust service quality, corporate image, and price (Möller & Parvinen, 2015; Olson et al, 2021)

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