The Effect of Service Quality and Customer Satisfaction to Customer Loyalty
SARI, MYRANDA AMBAR (Pembimbing: Basu Swastha Dharmmesta, prof., Dr., M.B.A.), Basu Swastha Dharmmesta, prof., Dr., M.B.A.
Loyalitas pelanggan adalah tujuan utama di banyak perusahaan karena terkait dengan kesuksesan sebuah produk atau jasa. Penelitian ini menganalisa efek dari Service Quality dan Customer Satisfaction terhadap Customer Loyalty di industry rumah sakit. Service Quality mengacu pada tangible, reliability, assurance, empathy and responsiveness yang dapat diberikan perusahaan kepada pelanggan. Customer Satisfactions mengacu pada persepsi dan harapan terhadap sebuah produk. Penelitian ini menggunakan metode kuantitatif dan mengambil 150 responden di Rumah Sakit Otorita Batam. Penelitian ini hanya menganalisa pasien rawat jalan yang pernah datang lebih dari satu kali ke RS.Otorita Batam dan berusia 17 tahun keatas. Hasil penelitian menunjukan Service Quality mempengaruhi Customer Satisfactions. Customer Satisfactions mempengaruhi Customer Loyalty dan Service Quality tidak mempengaruhi Customer Loyalty.
Customer Loyalty is the main purposes in many companies because it is related to the successes of the product or services.This research is analyzed the effect of Service Quality and Customer Satisfactions to Customer Loyalty Hospital industry. Service Quality refers to tangible, reliability, assurance, empathy and responsiveness that company could deliver to the customers. Customer Satisfactions refers to the perceptions and expectation about the product. This research uses Quantitative method and collects150 respondents in Rumah Sakit Otorita Batam. This research only analyzed the outpatients customers that have to come to RS.Otorita Batam for more than once and focuses on patient who are 17 years old and above. The result showed, Service Quality is influences customer satisfactions, Customer Satisfactions is influences Customer Loyalty and Service Quality is not positively influence Customer Loyalty.
Kata Kunci : Service Quality, Customer Satisfactions, Customer Loyalty, Hospital,
