The Influence of Service Quality on Loyalty Mediated by Customer Satisfaction at Hospital X

The development of the business world is increasing, competition is very tight, so the thing that companies need to pay attention to is service quality. Service quality plays a very important role in hospital services because it will influence the loyalty and satisfaction of customers or patients who come to the hospital. Factors that influence service quality, namely Tangibility, Assurance, Reliability, Responsiveness, and Emphaty. Meanwhile, the definition of satisfaction is a person’s assessment of the product’s perceived performance or results in relation to expectations. And the definition of loyalty is a classic word used to describe loyalty and very enthusiastic devotion to an individual. What can be done to prepare ourselves for market demands is to improve service quality. The aim is to increase customer satisfaction and loyalty. This research aims to find out how much influence service quality has on customer satisfaction and loyalty at Hospital X. The number of samples in this research was 100 respondents. The data used is a type of quantitative data obtained from filling out questionnaires by selected respondents using a simple random sampling method. The analytical method used is processed using Smart PLS (Partial Least Square) software. The results of this research show that there is a significant influence of service quality on customer satisfaction and customer loyalty, customer satisfaction has a significant influence on customer loyalty, but customer satisfaction does not mediate the influence of service quality on customer satisfaction and loyalty.