Pengaruh Kualitas Layanan dan Citra Klinik Terhadap Kepuasaan Pasien dan Loyalitas Pasien Pada Pasien Rawat Inap dan Rawat Jalan di Klinik Ammyn

Abstrak

This study aims to analyze the influence of clinics on patient satisfaction and loyalty for inpatients and outpatients at the Ammyn Clinic. Service quality is the main factor influencing patient satisfaction and loyalty, which in this study was measured using the SERVQUAL dimensions, including reliability, responsiveness, assurance and empathy. Apart from that, clinic image is also an important variable that shapes patient perceptions and trust in the health services provided. This research used a survey method with a population of all inpatients and outpatients at the Ammyn Clinic, and a purposive sampling technique with certain criteria, so that 150 respondents were obtained as a sample calculated using the Slovin formula. The research results show that service quality and clinic image have a significant effect on patient satisfaction, and patient satisfaction directly influences their loyalty. These findings emphasize the importance of improving service quality and managing clinic image on an ongoing basis to build patient satisfaction and loyalty, which in turn can increase the competitiveness and sustainability of Ammyn Clinic in the healthcare industry. It is hoped that this research can be a reference for developing strategies to improve services and clinic image, as well as providing practical benefits for clinic management and the wider community