Pengaruh Kualitas Pelayanan dan Physical Evidence terhadap Kepuasan Pasien serta Implikasinya pada Loyalitas Pasien Rawat Jalan di RSUD Kota Bandung

Abstract

Patient satisfaction and loyalty are important aspects of successful hospital service delivery. The quality of healthcare services and the physical environment of a hospital can shape patients’ experiences during healthcare visits. This study aims to analyze the effects of service quality and physical evidence on patient satisfaction and their implications for outpatient loyalty at Bandung City Regional General Hospital (RSUD Kota Bandung). A quantitative survey approach was employed. The sample consisted of 100 outpatients, with the sample size determined using Slovin’s formula at a 10% margin of error. Data were collected through questionnaires and analyzed using descriptive statistics and path analysis with LISREL 8.8. The findings indicate that service quality has a path coefficient of 0.31 on patient satisfaction, while physical evidence has a coefficient of 0.58. Together, the two variables explain approximately 75% of the variation in patient satisfaction. Furthermore, patient satisfaction has a path coefficient of 0.81 on patient loyalty, with a coefficient of determination of 0.66. These findings indicate that service quality and physical evidence contribute to patient satisfaction, while patient satisfaction is strongly associated with patient loyalty. Improvements in service interactions, facility comfort, cleanliness, and physical environment management should be prioritized to enhance patient experiences and encourage continued use of hospital services.