PERAN MEDIASI KEPUASAN PADA PENGARUH DIMENSI KUALITAS PELAYANAN ISLAMI TERHADAP LOYALITAS PASIEN DENGAN CITRA SEBAGAI VARIABEL MODERASI DI RSU PKU MUHAMMADIYAH BANTUL

Widiastuti, NIM.: 1730016023 (2024) PERAN MEDIASI KEPUASAN PADA PENGARUH DIMENSI KUALITAS PELAYANAN ISLAMI TERHADAP LOYALITAS PASIEN DENGAN CITRA SEBAGAI VARIABEL MODERASI DI RSU PKU MUHAMMADIYAH BANTUL. Doctoral thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

In this global era, business competition – either locally or globally – gets fiercer and fiercer, and to win in such rivalry, some necessary changes to meet customers’ need and to produce unusually good items should be taken into account. Health sector business, hospital services in particular, is no different. Maintaining customers’ loyalty is an essential way to get a patient-visit increase. It is the management’s responsibility to do so. PKU Muhammadiyah of Bantul regency undergoes a decrease in number of patients to visit the hospital (patient down-visit) in both emergency unit and inpatient wards. From 2016 to 2020, the decrease hit outpatient service, but National Health Insurance Program (BPJS) patients happened to increase. In the same period, inpatient ward occupancy, both BPJS and non-BPJS patients, decreased. To cope with the situation, quality service improvement was applied. Services practiced in PKU Muhammadiyah of Bantul regency are Islamic in notion. If a customer thinks a service positive, they actually are building a strong relationship with the service provider. Hospital’s service quality determines the entire patient’s satisfaction and leads to the growth of their loyalty to the hospital. As seen in the model of service quality against patient’s loyalty, reflected through satisfaction level, the hospital image serves as moderation variable which will increase the influence of satisfaction against loyalty. If a company holds a better corporate image, the satisfaction of its customers will increase; and it will boosts loyalty. This study aims to analyze the influence of tangibility, reliability, responsiveness, assurance, and empathy against patient’s satisfaction and loyalty; the influence of tangibility, reliability, responsiveness, assurance, and empathy against patient-satisfactionmediated loyalty; and the influence of patient satisfaction against image-moderated patient’s loyalty. This causal research employed mixed method approach. Taking the patients of PKU Muhammadiyah of Bantul a research population,the study selected 150 respondents under purposive sampling method. Three informants were taken from inpatient ward of the hospital. Questionnaires and interviews in a quantitative approach were conducted to collect data before being analyzed using Partial Least Square-SEM (PLS-SEM) and Miles and Huberman interactive analysis model. The results show that patients’ loyalty and satisfaction are not influenced by tangibility, but reliability, responsiveness, assurance, and empathy are. Mediation role of patients’ satisfaction does not make tangibility, reliability, responsiveness, assurance, and empathy affect loyalty. The corporate image of the hospital does not help influence loyalty with regard to patients’ satisfaction. The results of the study can be used as a reference to improve customers’ loyalty and satisfaction through Islamic service quality.

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