Abstract

Purpose: Customer or patient-oriented quality health services are the main strategy for health service organizations in Indonesia, in order to continue to exist amidst increasingly strong global competition, this research aims to analyze the influence of hospital image, service quality on customer loyalty, and analyze the influence of image hospitals on customer loyalty with customer satisfaction as a mediating variable.

Methodology: This research uses quantitative methods, the sampling technique in this research is non-probability sampling with purposive sampling technique. The data collection method used in this research is by distributing questionnaires with a Likert scale. The population in this study were inpatients at RSU Mardi Lestari Sragen, with a total of 110 respondents. The data analysis technique in this research uses Partial Least Square (PLS) using SMARTPLS software which consists of Outer model and Inner model analysis.

Results: The results of this research reveal that the variables of hospital image and service quality can have a positive and significant effect on customer loyalty. Customer satisfaction is able to mediate the relationship between hospital image and service quality on customer loyalty.

Applications:This research recommends hospital management to continue to improve their image through providing good services. good service, so that patient satisfaction will be maintained. The results of this study also recommend that hospital brand image and service quality directly increase patient satisfaction.