Hubungan Antara Kepuasan Konsumen, Kualitas Jasa, Citra produksi Dan Rintangan Berpindah Ke Produk Lain Terhadap Loyalitas Konsumen Di RSUD Panembahan Senopati Bantul

ARFIAN, Amri, Wahyudi Kumorotomo

2012 | Skripsi | Manajemen dan Kebijakan Publik (dh. Ilmu Administrasi Negara)

Various attempts have been made by service providers to be able to survive continuously in economic circumstances which are still unstable until now, not to mention by a health care provider or hospital without an exception. Public hospitals have a high enough level of bankruptcy threat especially with the implementation of Jamkesmas and Jamkesda, hence the cashflow get disrupted due to the amount of receivables to the government. In order to be able to survive continuously, coordinated action for innovation is needed to offset the stagnation of the cashflow, i.e the presence of VIP class. VIP is aimed at upper-middle class community that has exit points thus it is very important to maintain their loyalty so the hospital can normally continue to run throughout the day at the following times. Consumer loyalty is affected by several variables including customer satisfaction, service quality, product images and moving obstacles. Customer satisfaction is someone's state of mind in terms of liking or disliking (manifestations of emotions) regarding a product after comparing the achievements of the product with customer expectations, and service quality improvement will definitely provide a positive impact on increasing customer loyalty. Image is the set of beliefs, ideas, and impressions that a person holds regarding an object while moving obstacles are several kinds of obstacles that can arise including financial costs, commercial affairs costs, and loyal customer discounts, social costs and emotional costs. The greater the obstacles to move, the customers generally end up being more loyal customers, but their loyalty contain such elements of compulsion. The more royal the consumers are, the more likely they will use these services. This research is a quantitative research with the use of SPSS 17 to conduct data analysis. The respondents in this research are VIP, VVIP and SVIP service users in RSUD Panembahan Senopati Bantul. The collected data are then processed by regression analysis. The results of this research are expected to eventually be taken into account in considering how important to maintain consumer loyalty is. This research is conducted to examine the correlation between consumer satisfaction, service quality, product image and moving obstacles on consumer loyalty especially in the public sector. A public sector is a central sector where many consumers are not only in certain circles but also a broader scope of coverage. This research shows a significant correlation between consumer satisfaction, service quality, product image and Switching Barrier on consumer loyalty. Keywords : VIP, Loyalty, Satisfaction, Quality of service, Image, Switching Cost, Public Sector

Kata Kunci : Pelayanan Kesehatan