The Effect of Service Quality and the Mediating Role of Customer Satisfaction for Improving Service Loyalty in Hospital (Case Study on Annisa Hospital in Bogor Regency)

Abstract

Many of the industrial sectors have been affected by the covid-19 pandemic, such as health industry. Hospital is one of the health facilities that is needed by the public. West Java is an area that has been highly affected by this pandemic. To compete with others, Annisa Hospital must be ready to maintain their good services to patient and always controlling their performance day by day. Also, with provide great service quality will lead to customer satisfaction and maintain service loyalty. The research using 3 variables such as service loyalty(X), customer satisfaction(Z) as mediator, and service loyalty(Y). This research has proposed to see (1) the effect of service quality on customer satisfaction, (2) the effect of service quality on service loyalty, and (3) the effect of customer satisfaction on service loyalty. This research using quantitative method to collect the data, determined by 200 respondents as a sample. The data will be analyzed with path analysis and calculated with IBM SPSS Statistics. The result of this research found that there is indirect effect between service quality on service loyalty through customer satisfaction have a positive and significant effect with the p-value (0.000 <0.050), with a coefficient obtained of 0.248. The result has a significance value that (0,200 > 0.05) which means is normally distributed. Meanwhile the path analysis result on the effect of service quality on service loyalty through customer satisfaction obtain a significance value (p-value) smaller than α (<0.05). This research has a conclusion that Annisa hospital must maintain their service quality to created customer satisfaction and develop service loyalty.