The Effect of Service Quality on Customer Satisfaction with Brand Image as a Moderating Variable in Harapan Insani Hospital Pangkalan Bun

Abstract

This study aims to analyze the effect of service quality on customer satisfaction with brand image as a moderating variable at Harapan Insani Hospital in Pangkalan Bun. Increasing competition in the healthcare sector requires hospitals to provide quality services to improve customer satisfaction and maintain a good brand image in the public eye. Good service quality is expected to increase customer satisfaction, while brand image plays a role in strengthening the relationship between service quality and customer satisfaction. This study employed a quantitative approach with a survey method through the distribution of questionnaires to patients at Harapan Insani Hospital in Pangkalan Bun. The population in this study was all hospital patients, with an unknown number of patients. Therefore, the sample was determined using the Lemeshow formula with 100 respondents. The sampling technique used purposive sampling with the criteria of respondents who had used the hospital's services. Data analysis was conducted using regression analysis and moderation tests to examine the influence of service quality, brand image, and customer satisfaction variables. The results of the study indicate that service quality has a positive effect on customer satisfaction. Furthermore, brand image also influences customer satisfaction and moderates the relationship between service quality and customer satisfaction. This suggests that the better the service quality and the stronger the hospital's brand image, the higher the level of customer satisfaction. Therefore, Harapan Insani Hospital in Pangkalan Bun needs to continuously improve its service quality and strengthen its brand image to provide a better service experience for patients and continuously increase customer satisfaction.