PERAN KEPUASAN PASIEN BERBASIS KUALITAS LAYANAN KESEHATAN TERHADAP WORD OF MOUTH POSITIF DI RUMAH SAKIT YANG RAMAH ISLAM
DOI:
https://doi.org/10.47652/metadata.v6i3.585Kata Kunci:
Rumah Sakit, Kualitas Layanan, Kepuasan Pasien, WOM Positif.Abstrak
Tujuan penelitian ini adalah mengisi kesenjangan yang sangat penting untuk mengembangkan strategi meningkatkan Word of Mouth positif di pengaturan kesehatan. Memahami peran mediasi kepuasan pasien dapat memberikan wawasan tentang area-area kualitas layanan rumah sakit yang paling langsung memengaruhi persepsi pasien dan rekomendasi selanjutnya. Dengan membentuk koneksi yang lebih jelas antara variabel-variabel ini, penyedia layanan kesehatan dapat menyesuaikan layanan mereka untuk meningkatkan kepuasan pasien dan pada gilirannya merangsang Word of Mouth positif. Metode: Penelitian ini menggunakan Causal Explanatory Research dengan sampel sebanyak 297 responden di rumah sakit yang ramah islam di Indonesia. Pengelolaan data dilakukan dengan menggunakan SEM AMOS 24. Hasil: Pengaruh kepuasan pasien memediasi secara signifikan terhadap WOM positif. Hal tersebut dibuktikan dari kepuasan pasien terhadap wom positif memiliki jalur positif sebesar 0.460 dengan nilai C.R sebesar 9,183 dan diperoleh probabilitas signifikan (p) sebesar 0.000 yang berarti bahwa kepuasan pasien berpengaruh signifikan terhadap wom positif. Reliabilty, Assurance dan Empathy berpengaruh signifikan terhadap Patient Satisfaction, sedangkan Tangible dan Responsiveness berpengaruh tidak signifikan terhadap Patient Satisfaction.
Referensi
Abror, A., Patrisia, D., Engriani, Y., Evanita, S., Yasri, Y., & Dastgir, S. (2020). Service quality, religiosity, customer satisfaction, customer engagement and Islamic bank’s customer loyalty. Journal of Islamic Marketing, 11(6), 1691–1705. https://doi.org/10.1108/JIMA-03-2019-0044
Agarwala, R., Mishra, P., & Singh, R. (2019). Religiosity and consumer behavior: a summarizing review. Journal of Management, Spirituality and Religion, 16(1), 32–54. https://doi.org/10.1080/14766086.2018.1495098
Akbolat, M., Sezer, C., Ünal, Ö., & Amarat, M. (2021). The mediating role of patient satisfaction in the effect of patient visit experiences on word-of-mouth intention. Health Marketing Quarterly, 38(1), 12–22. https://doi.org/10.1080/07359683.2021.1947080
Augusty, F. (2014). Metode Penelitian Manajemen (Edisi 5). Badan Penerbit Universitas Diponegoro Semarang.
Bruce, G., & Edgington, R. (2008). Factors influencing word-of-mouth recommendations by MBA students: An examination of school quality, educational outcomes, and value of the MBA. Journal of Marketing for Higher Education, 18(1), 79–101. https://doi.org/10.1080/08841240802100303
Casaló Ariño, L., Flavian, C., & Guinalíu, M. (2008). The role of satisfaction and website usability in developing customer loyalty and positive word-of-mouth in the e-banking services. International Journal of Bank Marketing, 26, 399–417. https://doi.org/10.1108/02652320810902433
Cham, T. H., Cheng, B. L., Low, M. P., & Cheok, J. B. C. (2021). Brand image as the competitive edge for hospitals in medical tourism. European Business Review, 33(1), 31–59. https://doi.org/10.1108/EBR-10-2019-0269
Dandis, A. O., Jarrad, A. A., Joudeh, J. M. M., Mukattash, I. L., & Hassouneh, A. G. (2022). The effect of multidimensional service quality on Word of Mouth in university on-campus healthcare centers. TQM Journal, 34(4), 701–727. https://doi.org/10.1108/TQM-12-2020-0295
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 and Reliability Management, 39(1), 176–203. https://doi.org/10.1108/IJQRM-11-2020-0373
Gremler, D. D., Gwinner, K. P., & Brown, S. W. (2001). Generating positive word‐of‐mouth communication through customer‐employee relationships. International Journal of Service Industry Management, 12(1), 44–59. https://doi.org/10.1108/09564230110382763
Hwang, Y.-S., & Choi, Y. K. (2019). Higher education service quality and student satisfaction, institutional image, and behavioral intention. Social Behavior and Personality: An International Journal, 47(2), 1–12. https://doi.org/10.2224/sbp.7622
Liu, C. H. S., & Lee, T. (2016). Service quality and price perception of service: Influence on word-of-mouth and revisit intention. Journal of Air Transport Management, 52, 42–54. https://doi.org/10.1016/j.jairtraman.2015.12.007
Mahmoud, A. B., & Grigoriou, N. (2017). When empathy hurts: Modelling university students’ Word of Mouth behaviour in public vs. private universities in Syria. Higher Education Quarterly, 71(4), 369–383. https://doi.org/10.1111/hequ.12138
Meštrović, D. (2017). Service quality, students’ satisfaction and behavioural intentions in STEM and IC higher education institutions. In Interdisciplinary Description of Complex Systems …. https://hrcak.srce.hr/176226%0Ahttps://hrcak.srce.hr/file/259877
Money, R. B., Gilly, M. C., & Graham, J. L. (1998). Explorations of National Culture and Word-of-Mouth Referral Behavior in the Purchase of Industrial Services in the United States and Japan. Journal of Marketing, 62(4), 76–87. https://doi.org/10.1177/002224299806200406
Nguyen, N. X., Tran, K., & Nguyen, T. A. (2021). Impact of service quality on in-patients’ satisfaction, perceived value, and customer loyalty: A mixed-methods study from a developing country. Patient Preference and Adherence, 15(November), 2523–2538. https://doi.org/10.2147/PPA.S333586
Oetting, M. (2009). Ripple effect: How empowered involvement drives Word of Mouth. In Ripple Effect: How Empowered Involvement Drives Word of Mouth. https://doi.org/10.1007/978-3-8349-8372-5
Oetting, M., & Jacob, F. (2007). Empowered involvement and Word of Mouth - an agenda for academic inquiry.
Sipilä, J., Herold, K., Tarkiainen, A., & Sundqvist, S. (2017). The influence of word-of-mouth on attitudinal ambivalence during the higher education decision-making process. Journal of Business Research, 80(July), 176–187. https://doi.org/10.1016/j.jbusres.2017.07.014
Solimun, M. S. (2002). Structural Equation Modelling (SEM) Lisrel dan Amos. Malang: Fakultas MIPA Universitas Brawijaya.
Tan, P. S. H., Choong, Y. O., & Chen, I. C. (2022). The effect of service quality on behavioural intention: the mediating role of student satisfaction and switching barriers in private universities. Journal of Applied Research in Higher Education, 14(4), 1394–1413. https://doi.org/10.1108/JARHE-03-2021-0122
Vázquez-Casielles, R., Suárez-Álvarez, L., & del Río-Lanza, A. B. (2013). The Word of Mouth dynamic: How positive (and Negative) WOM drives purchase probability: An analysis of interpersonal and non-interpersonal factors. Journal of Advertising Research, 53(1), 43–60. https://doi.org/10.2501/JAR-53-1-043-060
