PRIVATE HOSPITAL DEVELOPMENT STRATEGY: EXPLORING THE INFLUENCE TO ENHANCE PATIENT LOYALTY
Article Sidebar
Read Counter : 85
Download : 75
Main Article Content
Abstract
With a population exceeding 270 million, Indonesia faces significant healthcare challenges, particularly infectious diseases. Private hospitals play a crucial role, and patient loyalty is essential for their success. This study aims to contribute to hospital strategy development by understanding factors influencing patient loyalty to private hospitals in Indonesia. Specifically, it explores the relationships between hospital image, Word of Mouth (WoM), patient satisfaction, and loyalty. A quantitative, cross-sectional study was conducted in Jakarta from September to October 2023. Data was collected from 131 out of 156 respondents at a private hospital in Jakarta using a validated questionnaire. SmartPLS 4 was employed for analysis. Hospital image significantly influences patient loyalty directly and indirectly through patient satisfaction. Positive WoM has a significant impact on both patient satisfaction and loyalty. The study confirms the positive correlation between hospital image, patient satisfaction and loyalty. The study emphasizes the importance of building and maintaining a positive hospital image through effective marketing, active WoM management, and service quality improvement. Strategies focusing on these aspects are recommended to strengthen patient relationships, enhance reputation, and remain competitive in the challenging healthcare industry. Future research should delve into factors reinforcing patient loyalty, explore the impact of digital marketing strategies on hospital image, investigate variables moderating the relationship between positive WoM and patient satisfaction, and explore effective patient feedback management strategies focusing on information technology.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.
IJAEB by Graduate Program of Universitas Tarumanagara is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.. Permissions beyond the scope of this license may be available at https://journal.untar.ac.id/index.php/ijaeb
References
Asnawi, A., Awang, Z., Afthanorhan, A., Mohamad, M., & Karim, F. (2019). The influence of hospital image and service quality on patients’ satisfaction and loyalty. Management Science Letters, 9, 911–920. https://doi.org/10.5267/j.msl.2019.2.011
Bancsik, K., Ilea, C., Daina, M., Bancsik, R., Suteu, C., Bîrsan, S., Manole, F., & Daina, L. (2023). Comparative Analysis of Patient Satisfaction Surveys—A Crucial Role in Raising the Standard of Healthcare Services. Healthcare, 11, 2878. https://doi.org/10.3390/healthcare11212878
Birkhäuer, J., Gaab, J., Kossowsky, J., Hasler, S., Krummenacher, P., Werner, C., & Gerger, H. (2017). Trust in the health care professional and health outcome: A meta-analysis. PloS One, 12(2), e0170988. https://doi.org/10.1371/journal.pone.017098
Casidy, R., & Wymer, W. (2016). A risk worth taking: Perceived risk as moderator of satisfaction, loyalty, and willingness-to-pay premium price. Journal of Retailing and Consumer Services, 32, 189–197. https://doi.org/10.1016/j.jretconser.2016.06.014
Dayan, M., Al Kuwaiti, I. A., Husain, Z., Ng, P. Y., & Dayan, A. (2022). Factors influencing patient loyalty to outpatient medical services: An empirical analysis of the UAE’s government healthcare system. International Journal of Quality & Reliability Management, 39(1), 176–203. https://doi.org/10.1108/IJQRM-11-2020-0373
Fatima, T., Malik, S., & Shabbir, A. (2018). Hospital Healthcare Service Quality, Patient Satisfaction and Loyalty: An Investigation in context of Private Healthcare Systems. International Journal of Quality & Reliability Management, 35, 00–00. https://doi.org/10.1108/IJQRM-02-2017-0031
Ferguson, R., Paulin, M., & Leiriao, E. (2006). Loyalty and positive word-of-mouth: Patients and hospital personnel as advocates of a customer-centric health care organization. Health Marketing Quarterly, 23, 59–77.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019), "When to use and how to report the results of PLS-SEM", European Business Review, Vol. 31 No. 1, pp. 2-24.
Kim, Y., Cho, C.-H., Ahn, S.-K., Goh, I.-H., & Kim, H.-J. (2008). A study on medical services quality and its influence upon value of care and patient satisfaction—Focusing upon outpatients in a large-sized hospital. Total Quality Management & Business Excellence, 19. https://doi.org/10.1080/14783360802323594
Listyorini, P. I., Maryati, W., & Anjani, S. (2021). Hospital Patient Loyalty: In terms of Brand Image, Service Quality, Patient Satisfaction, and Trust. Proceeding of International Conference on Science, Health, And Technology, 124–127. https://doi.org/10.47701/icohetech.v1i1.1103
Mahendradhata, Y., Trisnantoro, L., Listyadewi, S., Soewondo, P., Marthias, T., Harimurti, P., & Prawira, J. (2017). The Republic of Indonesia Health System Review (Vol. 7). World Health Organization.
Meesala, A., & Paul, J. (2018). Service quality, consumer satisfaction and loyalty in hospitals: Thinking for the future. Journal of Retailing and Consumer Services, 40, 261–269. https://doi.org/10.1016/j.jretconser.2016.10.011
Patawayati, P. (2013). Patient Satisfaction, Trust and Commitment: Mediator of Service Quality and Its Impact on Loyalty (An Empirical Study in Southeast Sulawesi Public Hospitals). IOSR Journal of Business and Management, 7(6), 1–14. https://doi.org/10.9790/487X-0760114
Prakoeswa, C., Hidayah, N., Dewi, A., Purnamasari, I., Aan Adriansyah, A., & Yaqoub, A. (2022). Patient Satisfaction, Perception-Expectation Gap, and Costumer Satisfaction Index in Annual Survey 2021 at Dr. Soetomo General Academic Hospital. Folia Medica Indonesiana, 58, 178–186. https://doi.org/10.20473/fmi.v58i2.34550
Ramli, A. H. (2019). Patient Satisfaction, Hospital Image and Patient Loyalty in West Sulawesi Province. Business and Entrepreneurial Review, 17, 1. https://doi.org/10.25105/ber.v16i2.5088
Ranaweera, C., & Jayawardhena, C. (2014). Talk up or criticize? Customer responses to WOM about competitors during social interactions. Journal of Business Research, 67(12), 2645–2656. https://doi.org/10.1016/j.jbusres.2014.04.002
Rizan, M., Mukhtar, S., Wulan, L. D., & Astuti, R. D. (2019). The impact of word of mouth and service quality toward customer loyalty: 33rd International Business Information Management Association Conference: Education Excellence and Innovation Management through Vision 2020, IBIMA 2019. Proceedings of the 33rd International Business Information Management Association Conference, IBIMA 2019, 2881–2891.
Ruswanti, E., & Pamungkas, R. A. (2021). Analysis on Value Perception, Word of Mouth, Price, and Trust towards Patient Loyalty at Proklamasi Hospital, Jakarta. 05(02).
Shafei, I., Walburg, J., & Taher, A. (2015). Healthcare service quality: What really matters to the female patient? International Journal of Pharmaceutical and Healthcare Marketing, 9, 369–391. https://doi.org/10.1108/IJPHM-05-2014-0028
Sibuea, F., Hardhana, B., & Widiantini, W. (2022). Profil Kesehatan Indonesia 2021. Kementerian Kesehatan Republik Indonesia. https://www.kemkes.go.id/id/profil-kesehatan-indonesia-2021
Soare, T., Ianovici, C., Gheorghe, I.-R., Purcărea, V. L., & Soare, C. M. (2022). A word-of-mouth perspective on consumers of family medicine services: A case study. Journal of Medicine and Life, 15(5), 655–660. https://doi.org/10.25122/jml-2022-0098
Sumaedi, S., Bakti, I. G. M. Y., Rakhmawati, T., Astrini, N. J., Yarmen, M., & Widianti, T. (2015). Patient loyalty model: An extended theory of planned behavior perspective (a case study in Bogor, Indonesia). Leadership in Health Services, 28(3), 245–258. https://doi.org/10.1108/LHS-03-2014-0021
Taylor, F. W. (2003). Scientific Management. Routledge. https://doi.org/10.4324/9780203498569
Trimanah. (2023). Reputasi dalam Kerangka Kerja Public Relation. Jurnal Ilmiah Komunikasi Makna, 3(1), Article 1. https://doi.org/10.30659/jikm.3.1.92-102
Trisno, A. O., & Berlianto, M. P. (2023). The Effect of Perceived Value, Brand Image, Satisfaction, Trust and Commitment on Loyalty at XYZ Hospitals, Tangerang. Jurnal Manajemen Kesehatan Indonesia, 11(1), 22–33. https://doi.org/10.14710/jmki.11.1.2023.22-33
Vimla, & Taneja, U. (2021). Brand image to loyalty through perceived service quality and patient satisfaction: A conceptual framework. Health Services Management Research, 34(4), 250–257. https://doi.org/10.1177/0951484820962303
Yıldırım, Y., Amarat, M., & Akbolat, M. (2022). Effect of relationship marketing on hospital loyalty: The mediating role of patient satisfaction. International Journal of Pharmaceutical and Healthcare Marketing, 16(3), 337–353. https://doi.org/10.1108/IJPHM-01-2021-0010
Yunida, M., & Wijaya, T. (2016). Pengaruh Citra Rumah Sakit dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan di Rumah Sakit Amal Sehat Wonogiri [Skripsi, Fakultas Ekonomi]. https://eprints.uny.ac.id/32082/