Anteseden dari patient satisfaction serta dampaknya pada positive e-wom dan revisit intention; (kasus pada Klinik Estetik Avona)

Tannur, Stefani (2020) Anteseden dari patient satisfaction serta dampaknya pada positive e-wom dan revisit intention; (kasus pada Klinik Estetik Avona). Masters thesis, Universitas Pelita Harapan.

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Abstract

Persaingan di antara klinik estetika meningkat seiring perubahan gaya hidup yang membuat orang lebih sadar tentang penampilan mereka. Ini menjadi tantangan dan peluang bagi klinik estetika untuk dapat bertahan dan bertumbuh, dengan mengidentifikasi faktor-faktor yang mempengaruhi kepuasan pasien yang dapat berguna untuk mengembangkan rencana pemasaran yang efektif. Tujuan dari penelitian ini adalah untuk menguji pengaruh interaction quality, medical activity, outcome quality, service-scape, administration quality, dan perceived value pada revisit intention dan willingness to share positive e-WOM dimediasi oleh patient satisfaction. Populasi dalam penelitian ini adalah pelanggan klinik estetika Avona yang diambil dengan cara purposive sampling. Terdapat 386 responden yang memenuhi syarat dan data diperoleh melalui kuesioner dari exit interview. Analisis data dengan Structural Equation Model (SEM) dengan SmartPLS3.2.7. Hasil penelitian ini menunjukkan pengaruh positif yang interaction quality, medical activity, outcome quality, service-scape, dan perceived value pada revisit intention dan positive e-WOM (willingness to share) dimediasi oleh patient satisfaction. Sedangkan pengaruh terkuat pada kepuasan pasien diperoleh dari interaction quality dengan nilai effect size (f-square) sebesar 0,454. Patient satisfaction dapat memediasi efek dari variabel independent kecuali administration quality karena tidak berpengaruh pada patient satisfaction. Penelitian ini dapat menyarankan manfaat manajerial melalui temuan di atas. / Competition among aesthetic clinic raise along the lifestyle changes that makes people more aware about their appearance. This becomes a challenge and opportunity for aesthetic clinic to be able to survive and grow, by identifying the factors that influence patient satisfactions which could be useful to develop the effective marketing plan. The purpose of this study is to test the effect of interaction quality, medical activity, outcome quality, service-scape, administration quality, and perceived value on revisit intention and willingness to share positive e-WOM mediated by patient satisfaction. The population in this study is the costumers of Avona aesthetic clinic taken by purposive sampling. There were 386 eligible respondents and the data obtained through questionnaire from exit interview. Data analysis by Structural Equation Model (SEM) with SmartPLS3.2.7. The results of this study demonstrated a significant positive influence on interaction quality, medical activity, outcome quality, service-scape, perceived value, patient satisfaction, towards revisit intention and positive e-WOM mediated by patient satisfactions. Whereas the strongest influence on patient satisfaction is obtained from interaction quality with an effect size value of 0.454. Patient satisfaction is able to mediate the effect of independent variable except administration quality that has no effect on patient satisfaction. This research could suggest managerial benefits through the findings above.

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