Investigating the Moderating Effect of Hospital Public Image on Loyalty

Abstract

Abstract-A growing concern for people's health has brought out a need of a better healthcare. People will be more selective to use a healthcare services. The seed of service repurchase for healthcare started from their loyalty toward the healthcare services provider. People went through service experience to evaluate their satisfaction toward service given to them. Naturally, people will be satisfied if they had experienced the services beyond their expectation. However, public opinion to the healthcare services provider affect their choice. This research aimed to evaluate the new dimension of healthcare services on their satisfaction and loyalty. In addition, this research also evaluated the moderating effect of hospital image while creating people's loyalty in private hospital. This research took place in three private hospital in Medan. A number of 150 inpatients participated in this research. Data were collected through questionnaires and structured interview. The data was analyzed using second-order partial least squares. This research showed a positive and significant effect of service quality toward inpatients' satisfaction.Loyalty can only affect indirectly through satisfaction. The presence of hospital images slightly strengthen inpatients' loyalty toward healthcare services provider. However, it is insignificant. This study suggested that hospital management should focused on improving their patient educational services and their staff professionalism as both services perceived higher on service quality.