DAMPAK PELAYANAN TERHADAP LOYALITAS & KEPERCAYAAN YANG DIMODERASI OLEH KEPUASAN KONSUMEN: KASUS KLINIK KESEHATAN DI KOTA BANDUNG
Abstract
Penelitian ini ditujukan untuk menganalisis hubungan antara kualitas pelayanan, kepuasan, kepercayaan dan loyalitas masyarakat pengguna jasa klinik kesehatan di Kota Bandung. Masalah penelitian adalah apakah kepuasan merupakan variable moderasi yang dapat memperkuat/memperlemah hubungan antara kualitas pelayanan dengan loyalitas, dan antara kualitas pelayanan dengan kepercayaan. Hasil penelitian menunjukkan bahwa kepuasan merupakan variable moderasi yang memperkuat pengaruh kualitas pelayanan terhadap loyalitas masyarakat pengguna jasa klinik kesehatan di Kota Bandung. Namun sebaliknya kepuasan tidak memoderasi pengaruh kualitas pelayanan terhadap kepercayaan masyarakat pengguna klinik kesehatan. Tingkat kepercayaan masyarakat terhadap klinik kesehatan tergolong tinggi, tetapi masih ada kekhawatiran masyarakat tentang keamanan pengobatan yang diberikan. Klinik kesehatan harus terus mensosialisasikan kepada masyarakat bahwa sistim pengobatan yang diberikannya sama dengan standar yang digunakan oleh dokter swasta atau rumah sakit.References
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