The Effect of Service Quality on Loyalty Through Patient Satisfaction in Outpatient of Hospital X, Malang
Moh. Sholeh, Djazuly Chalidyanto
Abstract
This study aimed at analyzing correlation between digital marketing and customer satisfaction and loyalty at general hospitals during the COVID-19 pandemic era. This study was a quantitative study with an observational design and a cross-sectional approach. The population of this study was the hospital’s customers with a total sample of 100 customers that had already received hospital services during the COVID-19 pandemic era and taken using a simple random sampling technique. Data analysis was done using Pearson’s correlation test. Digital marketing was perceived well by 84% of the respondents. Further, for customer satisfaction, it was shown that most respondents had a high satisfaction of 77%. For customer loyalty, it was shown that most respondents had a high loyalty of 75%. The result of data processing for correlation between digital marketing and the respondent’s satisfaction showed a significance level of 0.000 (p-value 0.05) with an r-value of 0.827. Meanwhile, correlation between digital marketing and the respondent’s loyalty showed a significance level of 0.000 (p-value 0.05) with an r-value of 0.655. Digital marketing and customer satisfaction and loyalty at general hospitals are correlated and it’s an effective way to improve hospital customer satisfaction and loyalty during the COVID-19 pandemic era.