PENGARUH KUALITAS PELAYANAN DAN CITRA RUMAH SAKIT TERHADAP KEPUASAN DAN KEPERCAYAAN SERTA DAMPAKNYA TERHADAP WORD-OF-MOUTH DI RUMAH SAKIT KHUSUS DAERAH PROVINSI SULAWESI SELATAN

., DARTI (2018) PENGARUH KUALITAS PELAYANAN DAN CITRA RUMAH SAKIT TERHADAP KEPUASAN DAN KEPERCAYAAN SERTA DAMPAKNYA TERHADAP WORD-OF-MOUTH DI RUMAH SAKIT KHUSUS DAERAH PROVINSI SULAWESI SELATAN. Doctoral thesis, STIESIA SURABAYA.

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Abstract

The quality of services that is provided by hospitals will establish and maintain satisfaction of patients as well as families who visit the patients. The quality of hospital services can be improved by upgrading quality of facilities and physical environment. This research aimed to analyze and test the effect of service quality and hospital brand image on satisfaction, trust, and word of mouth of patient families in a hospital. The research population were families of mental disorder patients who were treated at the Special Hospital in South Sulawesi Province. The model of this research used 23 indicators; therefore, the minimum sample size included 125 respondents. This research found that service quality affected each variables, i.e. satisfaction, trust, and word of mouth. In particular, the finest hospital service quality would advance satisfaction and trust of patient families at the Special Hospital in South Sulawesi Province. Therefore, the families were willing to share good information on their satisfactory hospital service quality to other people. Moreover, a hospital brand image brought an impact for trust and word of mouth. This meant that the patients’ stronger image of hospital brand was able to increase the confidence of the patient's family at the Special Hospital in South Sulawesi Province. In turn, the stronger image would affect their word of mouth. On the other hand, this research found that the influence of hospital image on satisfaction was not significant. Thus, a strong hospital image disabled to satisfy patient families since they had to know and experience in advance the service given by the hospital. Last, this research argued that the patient families’ satisfaction and trust equally affected word of mouth. If the hospital is able to provide satisfaction and to maintain trust to the patient's family, then the word of mouth will be increased.

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