Pengaruh Service Quality, Corporate Image dan Perceived Value terhadap Customer Loyalty yang Dimediasi oleh Customer Satisfaction di Rumah Sakit Advent Manado
Abstract
Terjadinya pertambahan jumlah rumah sakit dari tahun ke tahun yang pesat mendorong seluruh rumah sakit harus selalu berfokus pada layanan kesehatan yang bermutu. Penelitian ini memiliki bertujuan untuk menganalisa model struktural customer loyalty melalui customer satisfaction sebagai variabel mediasi dengan service quality, corporate image dan perceived value sebagai variabel eksogen pada Rumah Sakit Advent Manado. Penelitian ini berbentuk rancangan cross-sectional dengan menggunakan analisis Structural Equation Model (SEM) dengan SMART PLS. Hasil pengujian SMART PLS menemukan service quality, corporate image dan perceived value memiliki pengaruh yang positif dan signifikan terhadap customer satisfaction. Selain itu corporate image dan perceived value memberikan pengaruh signifikan terhadap customer loyalty. Sedangkan service quality tidak memberikan pengaruh signifikan terhadap customer loyalty pada T-statistics menunjukkan nilainya < 1,96 atau p-value > 0,05. Customer satisfaction memiliki pengaruh positif dan signifikan terhadap customer loyalty. Kemudian hasil dari customer satisfaction dapat disimpulkan sebagai variabel mediasi yang sempurna untuk service quality; sedangkan variabel corporate image dan perceived value dimediasi secara partial oleh customer satisfaction terhadap customer loyalty. Diharapkan dari segi manajerial RS Advent Manado memperhatikan customer satisfaction serta mempertimbangkannya karena terbukti memberikan pengaruh mediasi sempurna kepada service quality terhadap customer loyalty, sedangkan perceived value dan corporate image menunjukkan pengaruh secara parsial terhadap customer loyalty. Berdasarkan hasil masih ada 30,7% variabel lain yang belum tercakup dalam penelitian ini dan dianjurkan untuk penelitian selanjutnya dapat meneliti variabel-variabel yang tidak diteliti pada penelitian ini.
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