The Influence Of Hospital Image And Service Quality On Patients’ Loyalty

Management, Hospital Management, Marketing Management

Situated in the eastern region of Bandung, the Anisa Medical Center Hospital grapples with challenges stemming from public dissatisfaction, which has manifested in a detrimental impact on its overall reputation and patient loyalty. This research, falling within the verificative category and employing a case study method with 194 respondents through a simple random sampling technique, systematically delves into the intricate dynamics between hospital reputation, public service quality, and their combined influence on patient loyalty. The findings reveal a prevailing perception of the hospital's reputation as high (65.59%) and public service quality as commendable (79.38%), which positively correlates with a significant proportion of respondents expressing high patient loyalty (81.44%). In light of these outcomes, strategic recommendations emerge, encompassing initiatives to fortify the hospital's standing, such as bolstering facilities, cultivating a health-centric environment, meticulous maintenance and enhancement of existing amenities, delivery of exemplary services, and ensuring swift, procedural responsiveness. These measures are thoughtfully proposed to not only rectify current shortcomings but also to actively contribute to the elevation of the hospital's reputation, enhancement of service quality, and the ultimate reinforcement of patient loyalty.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.