ANALISIS HUBUNGAN ANTARA KUALITAS PELAYANAN, KARAKTERISTIK PASIEN, DAN HAMBATAN PINDAH DENGAN LOYALITAS PASIEN RAWAT JALAN RSUD CIBINONG

Development of hospitals, in terms of both quality and quantity, encourages competition among hospitals to provide the best service to gain customer loyalty. Number of outpatient visits in RSUD Cibinong decreased by 4.55% in 2011. The purpose of this study was to obtain relationship of loyalty of RSUD Cibinong outpatients with quality of service, patient characteristics, and swtching barrier. This study is a descriptive study correlated with quantitative approach. Sampling technique used was purposive sampling method with 100 respondents. Data analysis carried out in this study was multiple linear regression analysis, analysis of determination, F test and t test. The result showed that quality of service from dimension of empathy and switching barrier factor signifficantly affect the loyalty of RSUD Cibinong outpatients. Based on the statistical analysis, the most dominant variable affecting the loyalty of RSUD Cibinong outpatients were switching barriers variable (0.770) followed by the variable of quality of service from dimension of empathy (.293). Based on these results, it is advisable to RSUD Cibinong to keep the loyalty of current responders by continuously improved quality of service on the dimension of empathy by appropriate policy determination by the management and training of medical and non medical human resources; maintaining quality of doctors and enhancing cooperation with insurers to create barriers for patients to switch to other hospitals; creating programs to improve customer loyalty; monitoring both complaints and suggestions as well as following up to get the best solution. RSUD Cibinong should also consider and anticipate respondents who were not shown loyal despite their assessment of good quality of service and high switching barriers. The best solution is needed to improve loyalty of such patients.

1.  UEU-Journal-4521-Rokiah.pdf - 74 KB

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