Analysis of Factors Affecting Service Quality, Marketing Mix and Patient Satisfaction on the Decision to Choose a Place of Delivery at Hermina Serpong Hospital

The patient's choice of a service provider is critical to the hospital's business success. A decline in patient visits, a gap between the hospital's target market, and suboptimal service quality and marketing strategies present significant risks. Consequently, delivering high-quality services to meet patient expectations and ensure their satisfaction is paramount. Satisfied patients are more likely to return for future health services, reinforcing the hospital's reputation and market position. This study investigates how service quality, the marketing mix, and patient satisfaction collectively impact the decision to choose a place of delivery at Hermina Serpong General Hospital. Research Implications: The findings highlight the importance of service quality and a well-structured marketing mix in enhancing patient satisfaction, which in turn significantly influences the patient's decision-making process when selecting a healthcare provider. These insights underscore the need for hospitals to invest in improving service delivery and refining marketing strategies to better align with patient needs and expectations. By doing so, hospitals can not only increase patient satisfaction but also strengthen their competitive advantage in the healthcare market. Research Methods: This study employs a quantitative cross-sectional approach, utilizing a questionnaire for data collection from 190 patients selected through purposive sampling. The results demonstrate that service quality and the marketing mix have a significant and positive impact on patient satisfaction. Additionally, these factors, alongside patient satisfaction, significantly and positively influence the patient's decision to choose a hospital. Suggestions: To further enhance patient satisfaction and attract more patients, the hospital has initiated several programs, including classes for pregnant women, door-to-door services, online consultations, and services for obtaining birth certificates and Child Identity Cards.