Peran Citra Merek dalam Menjembatani Kualitas Layanan dengan Harapan Pasien
Hasil Penelitian
DOI:
https://doi.org/10.55175/cdk.v51i11.1243Kata Kunci:
Citra merek, harapan pasien, kualitas layananAbstrak
Harapan pasien dalam konteks pelayanan kesehatan modern diartikan sebagai harapan pasien mengenai ketersediaan informasi, partisipasi dalam pengambilan keputusan, dan kualitas layanan secara keseluruhan. Tujuan penelitian adalah untuk menganalisis pengaruh tangibilty, empathy, reliability, responsiveness, dan assurance terhadap harapan pasien yang dipengaruhi oleh citra merek rumah sakit. Pemilihan sampel sebanyak 200 responden pasien IGD menggunakan teknik accidental sampling. Penelitian ini menggunakan pendekatan kuantitatif, fokus pada penelitian asosiatif kausalitas dengan rancangan cross-sectional. Teknik pengambilan data dengan kuesioner dan diuji menggunakan structural equation modeling-partial least squares (SEM-PLS). Hasil penelitian adalah bahwa harapan pasien dapat dipengaruhi oleh tangiblilty, empathy, dan responsiveness, namun tidak oleh reliability dan assurance; citra merek hanya memediasi responsiveness terhadap harapan pasien. Hasil penelitian ini memberikan implikasi kepada manajemen rumah sakit dalam mengembangkan sistem untuk peremajaan fasilitas, pemutakhiran teknologi, dan meningkatkan kemampuan sumber daya manusia melalui pelatihan.
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