PENGARUH KUALITAS LAYANAN, CUSTOMER RELATIONSHIP MARKETING, DAN BRAND IMAGE TERHADAP KEPUASAN PASIEN

Abstract

Patient satisfaction is a key to the success of a hospital, cause of by satisfying the patient, the hospital can
perform its role as an institution serving the public health. Efforts that can be done to achieve patient satisfaction
can be done by committing to develop a quality and sustainable services so as to provide satisfaction for
customers. The establishment of good customer relationship marketing will create satisfaction for patients so that
patients become loyalty. Brand image is also very important role to obtain patient satisfaction, because a strong
brand image will gain the trust of the community. The purpose of this study is to determine the effect of service
quality, customer relationship marketing, and brand image of patient satisfaction. The population studied were
all outpatients of RSUD Dr. Soetomo Surabaya. Samples taken as many as 97 patients with sampling technique
using purposive sampling The procedure of collecting data using questionnaires. The technique of data analysis
using multiple linear regression analysis with hypothesis testing using t test. Based on the research results can
be seen that the quality of service influence on patient satisfaction. Customer relationship marketing affects
patient satisfaction. Brand image effect on patient satisfaction.
Keywords: service quality, customer relationship marketing, brand image, patient satisfaction