Model Development of Nursing Service Loyalty

Abstract

Introduction: Customer loyalty to a hospital service is one of the main indicators as to whether the services provided are qualified and can satisfy customers or not.Objective: This study aimed to develop a loyalty model of nursing services based on the SERVQUAL Model and the American Customer Satisfaction Index (ACSI).Method: This study used a cross-sectional design and cluster random sampling. The study involved 180 samples. The independent variables were customer expectation, quality of services, perceived value and overall customer satisfaction. The dependent variable was loyalty. Data were collected using a questionnaire. The analysis used partial least square (PLS) and t-test with a significance level I± > 1.96.Results: Research results showed customer expectation to perceived quality (t = 5.483), customer expectation to perceived value (t = 2.767), customer expectation does not affect satisfaction (t = 1.322), perceived quality can increase perceived value (t = 3.896), perceived quality can increase satisfaction (t = 2.128), perceived value increase satisfaction (t = 3.538), and satisfaction can increase loyalty t = 4.327).Conclusion: Customer loyalty can be established by precedence by build-up of customer expectations of the service to be delivered. Through the development of this model, nurses can provide the best service that can shape customer expectations by build-up of word of mouth, personal needs, external communication and maintaining past experience with the good quality of services. Therefore, hospital as a healthcare provider was expected to meet customer expectations by providing quality services. © 2019, Indian Journal of Public Health Research and Development. All rights reserved.