The Influence Of Service Quality And Promotion On Patients’ Satisfaction And Its Implication On Patients’ Loyalty

Management, Healthcare

The Central Cimahi Health Centre, a prominent healthcare facility in the Cimahi City area, plays a crucial role in providing quality services to alleviate the public's health concerns. Alongside this, the centre is tasked with promotion initiatives, aimed at educating the community and familiarizing them with the services and facilities available. Despite these responsibilities, the Central Cimahi Community Health Centre encounters challenges in optimizing service quality, particularly in the administration department, which is perceived as suboptimal, less friendly, and somewhat intimidating. Furthermore, the promotional efforts are deemed ineffective, failing to reach the target audience and resulting in a lack of awareness among the public about ongoing activities. This study adopts a descriptive verification research approach, utilizing a combination of primary and secondary data. The research population consists of all outpatients who have accessed services at the Central Cimahi Health Centre, Cimahi City. Quota random sampling was employed, with inclusion criteria focusing on patients who underwent outpatient treatment multiple times at the health centre. The findings reveal that patient perceptions of service quality, promotion, satisfaction, and loyalty at the Central Cimahi Health Centre are consistently rated as very high. Service quality perceptions are influenced by the availability of comprehensive and comfortable facilities. Effective promotion is attributed to easily understandable content. Patient satisfaction is shaped by the accessibility of services, emphasizing simplicity. Loyalty is evidenced by a high interest in accessing additional services at the health centre and a willingness to recommend services to family and colleagues. Moreover, the research identifies significant positive correlations: service quality positively impacts patient satisfaction, promotion positively influences patient satisfaction, and patient satisfaction positively affects patient loyalty. These insights provide valuable information for enhancing the overall effectiveness of the Central Cimahi Community Health Centre.

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