Influence of Patient Experience and Hospital Image on Patient Loyalty in Meloy Public Hospital of Sangatta, East Kutai Regency

Abstract

BACKGROUND: Patient experience is an indicator in measuring the quality of service by placing patients as the center of service in the hospital. AIM: This study aimed to analyze the effect of patient experience and hospital image on patient loyalty, as well as the influence of patient experience and hospital image on patient loyalty through patient satisfaction variables in Meloy Public Hospital of Sangatta. METHODS: The design of this study was analytic observational design with cross-sectional study approach. This research was conducted at Meloy Public Hospital of Sangatta, East Kutai Regency since May to July 2019. The sample of this study was 110 respondents. The samples were taken in each treatment class at hospital by proportional stratified random sampling. In this study we used a questionnaire and univariate, bivariate, and multivariate analysis using path analysis. RESULTS: Patient experience affected patient satisfaction, hospital image affected patient satisfaction, patient experience did not directly influence patient loyalty, hospital image directly affected patient loyalty, and patient experience and hospital image indirectly affected loyalty patient through patient satisfaction. To the Meloy Public Hospital of Sangatta to maintain the good image of the hospital in providing services to the patient experience is memorable so that the desire arises to reuse hospital services in the future. CONCLUSION: Based on research on the Influence of Patient Experience and Hospital Image on Patient Loyalty in Meloy Public Hospital of Sangatta, East Kutai Regency, researchers formulated the following conclusions: Patient experience influences patient satisfaction at the hospital. The image of the hospital has an effect on patient satisfaction at the hospital. Patient experience does not directly affect patient loyalty in the hospital. The image of the hospital has a direct effect on patient loyalty at the hospital. Patient experience and hospital image have an indirect effect on patient loyalty through patient satisfaction at the hospital.