Establishing customer loyalty in the era of national health insurance (a phenomenology study)

Abstract

The aim of the study is to establish customer loyalty in the era of JKN by exploring patient experiences who are JKN participant in selecting a hospital for medication referral. The study employs a qualitative method with a phenomenological approach. The study shows that a pleasant experience could establish customer loyalty toward hospital. The customer will be content with good services from hospital. A continuous contented feeling will result in satisfaction toward the hospital which lead to loyalty to certain services.