PENGARUH KUALITAS FUNGSIONAL, KUALITAS TEKNIK DAN CITRA TERHADAP KEPUASAN PELANGGAN RUMAH SAKIT
DOI:
https://doi.org/10.24034/j25485024.y2014.v18.i2.137Keywords:
kualitas fungsional, kualitas teknik, citra, kepuasanAbstract
Penelitian ini bertujuan menganalisis pengaruh kualitas fungsional, kualitas teknik dan citra rumah sakit terhadap kepuasan pelanggan. Pengukuran kualitas jasa pada penelitian ini dilakukan dengan menilai persepsi pelanggan terhadap kualitas jasa seperti yang disarankan Gronroos. Kualitas fungsional mengukur aspek-aspek proses penyampaian jasa sedangkan kualitas teknis mengukur hasil dari jasa yang diberikan oleh penyedia jasa. Kualitas fungsional dan kualitas teknis memiliki pengaruh dalam pembentukan persepsi pelanggan terhadap citra rumah sakit. Unit analisis pada penelitian ini adalah pelanggan atau keluarga pelanggan Rumah Sakit. Pengambilan sampel pada penelitian ini menggunakan metode proportional stratifield random sampling yaitu pengambilan sampel dari anggota populasi secara acak dan berstrata secara proporsional, hal ini dilakukan jika populasinya heterogen. Kuisioner yang terkumpul diolah menggunakan metode Structural Equation Modelling (SEM). Penelitian ini menunjukkan adanya pengaruh positif dan signifikan dari variabel kualitas fungsional, kualitas teknis dan citra terhadap kepuasan pelanggan. Pengaruh positif dan signifikan dari variabel kualitas fungsional dan kualitas teknis terhadap citra sedangkan pengaruh variabel kualitas fungsional dan kualitas teknis terhadap kepuasan pelanggan adalah pengaruh langsung dan pengaruh tidak langsung melalui variabel citra.References
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