RELATIONSHIP MARKETING, KUALITAS PELAYANAN, KEPUASAN DAN LOYALITAS PASIEN RUMAH SAKIT BALIMED DENPASAR

Abstract

The purpose of this study was to : 1 ) To determine and analyze the influence of
relationship marketing on satisfaction Balimed Denpasar Hospital patients . 2 ) To identify
and analyze the influence of relationship marketing loyalty Balimed Denpasar Hospital
patients . 3 ) To identify and analyze the impact of service quality on patient satisfaction
Balimed Hospital Denpasar . 4 ) To identify and analyze the impact of service quality on loyalty
Balimed Denpasar Hospital patients . 5 ) To identify and analyze the effect of patient
satisfaction on loyalty pasein Balimed Hospital Denpasar .
Respondents of this study were patients Balimed Denpasar Hospital totaling 210
people . Collecting data in this study using a questionnaire containing 21 questions , each
question using 10 alternative answers . Analysis of the data used to answer research questions
and test hypotheses influence of relationship marketing , service quality , patient satisfaction
and patient loyalty statistical methods used Structural Equation Modeling ( SEM ) with AMOS
software version 20
The results showed that : 1) The better the relationship marketing , the higher level
of patient satisfaction verified . This means that the better the relationship marketing Balimed
Hospital Denpasar . 2) the better the higher the relationship marketing patient loyalty verified
. 3 ) The better the quality of service , the higher level of patient satisfaction verified . 4 ) the
better quality of service , the higher loyalty pasein is verified . 5 ) : the higher the level of
patient satisfaction , the higher the patient's loyalty is tested.

Keywords : relationship marketing , service quality , patient satisfaction and patient loyalty