Academic journal article International Review of Management and Business Research

Building Patient Loyalty in Healthcare Services

Academic journal article International Review of Management and Business Research

Building Patient Loyalty in Healthcare Services

Article excerpt

Introduction

Satisfaction is the impact of customer assessment on quality and value service served by the company (Zeithaml & Bitner, 2004). The healthcare service which is failed to understand the customer satisfaction may result a bankruptcy. The success of the company to maintain customer loyalty is influenced by many factors, among others is: the trust and customer satisfaction. The high level of service performance is believed to be an effective way to increase trust and customer loyalty (Huang & Liu, 2010; Kim et al., 2007). Empirical evidence shows that customer satisfaction has a positive and significant effect on customer trust (Jani & Han, 2011; Kantsperger & Kunz, 2010; Norizan & Asiah, 2010; Chung & Shin, 2010). Customer satisfaction is positively and significant affect the customer loyalty (Dagger & O'Brien, 2010; Sheng & Liu, 2010; Norizan & Asiah, 2010).There has been a debate in explaining the effect of satisfaction on loyalty. Providing evidence that satisfaction has a negative effect and insignificant on customer loyalty (Komunda & Osarenkhoe, 2012). Functionally, the dimensions of satisfaction has no significant influence on customer loyalty (Abu-ELSamen et al., 2011)

Other causality shows that customer trust has direct positive and significant influence on customer loyalty (Kantsperger & Kunz, 2010; Norizan & Asiah, 2010; Chung & Shin, 2010; Mohd Kassim & Ismail, 2009). The debate stating that customers trust has no significant effect on customer loyalty (Jani & Han, 2011; Dagger & O'Brien, 2010; Gil-Saura et al., 2009). Gaps occur due to the findings of the trust should be built on the basis of long-term relations with customers so that the customers trust that just happened did not have a significant effect on customer loyalty (Dagger & O'Brien, 2010). The findings of previous studies generally show that satisfied customers have the trust and loyalty in using the services, but still there is a contradiction of the findings and needs clarity so that the necessary empirical studies that analyze the causality between these variables.

The Influence of Satisfaction with Patient Trust

Satisfaction has significant meaning in marketing concept and is usually associated with a motto of satisfying customer needs. The uses of the term satisfaction in today's modern era tends to expand and related to the words satisfactory (suitability) and satisfy (made into fun). Term customer satisfaction in marketing management itself has a very specific meaning. Customer satisfaction is the customer feedback on the requirement. Several theories have been proposed to explain customer satisfaction. Based on the expectancy disconfirmation theory explained that customers buy goods and services with expectations at the time of the pre-purchase through the assessment of performance that could be anticipated. This means that once the product or service has been purchased and used, the results can be compared with expectations. If the outcome is as expected means that the confirmation occurs. Disconfirmation occurs when there is a difference between expectations and outcomes. Satisfaction caused by confirmation or positive disconfirmation of expectations and dissatisfaction caused by negative disconfirmation of consumer expectations (Oliver, 1980).

Another theory, the theory of personal control (personal control theory), explained that the satisfaction is based on a person's life or work experience related to perception through psychological comparisons between actions and desired outcomes (Rotter, 1966). In healthcare services, patients considered themselves should have a lot of personal control over the process of healing. Acting as the cause of the behavior itself makes patients more satisfied with treatment than others (Li et al., 2011). Referring to the results of the measurement of patient satisfaction has been done by previous researchers, the measurement of patient satisfaction variables in this study consists of five indicators which adopted from the theory of personal control theory and models of cumulative satisfaction in healthcare services from the perspective of patients, namely: (1) feeling satisfied with healthcare services which better than expected; (2) satisfied with the services (examination results) of the doctor / nurse; (3) sense of satisfaction on the clinical treatment is received; (4) satisfied with the services and prescription drugs; (5) feeling satisfied with the information provided by officer / doctor about the patient's condition (Padma et al. …

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