THE ANALYSIS OF SERVICE QUALITY WITH SERVICE QUALITY (SERVQUAL) APPROACH AND ITS EFFECT TO CUSTOMER SATISFACTION AT THE HOSPITAL BUSINESS
Hayati, Neuneung Ratna
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Internal marketing is important strategy to boost a service that will make customer satisfy. This research use service quality (servqual) approach which analyze the gap between perceptions and expectations of the customer (patient), concerning with the service at Hospital “X”. The satisfaction level is evaluated based on the different between those two points. There are five dimensions in service quality (servqual), they are tangible, reliability, responsiveness, empathy, and assurance (Parasuraman, Zeithaml, &Berry, 1985). General purpose of this research to know some factors that impact patient satisfaction to Hospital “X” in Bandung, West Java. The purpose are (1) to describe applied of service quality (servqual) dimension in Hospital Business (2) to know service quality (servqual) dimension that make patient satisfaction, and (3) to know service quality (servqual) dimension that dominant impact patient satisfaction in Hospital “X”. The research methodology was carried out in a survey cross-sectional applied to 78 respondents. The data obtained was analyzed by using reliability method, correlation and regression. Result of research showed that hospital service attributes have positive impact and significant to build customer (patient) satisfaction. The result of this research expected to give more knowledge about the importance of service quality (servqual), so that it can be a suggestion substance for management in evaluate their service.