Kompetensi Tenaga Kesehatan dan Inovasi Layanan dalam Meningkatkan Retensi Pasien non BPJS: Peran Mediasi Brand Image Rumah Sakit dan Kepuasan Pasien
DOI:
https://doi.org/10.47747/snfmi.v3i1.3172Abstract
This study aims to investigate and test the influence of healthcare worker competence and service innovation on non-BPJS patient retention, with hospital brand image and patient satisfaction as mediators. The selected sample comprised 222 patients undergoing examinations at the outpatient clinic of Muhammadiyah Islamic Hospital in Kendal, Central Java. This hospital was chosen due to its significant patient volume and diverse patient demographics, making it a suitable site for studying patient retention. Data were obtained by distributing questionnaires to selected respondents. Data analysis used PLS-SEM with the assistance of the Smart PLS software package version 4.0. The results of this study have practical implications for healthcare institutions. They demonstrate that healthcare worker competence influences hospital brand image and outpatient satisfaction. Service innovation influences hospital brand image but does not influence patient satisfaction. Brand image and patient satisfaction have been shown to increase patient retention. Kendal Islamic Hospital can enhance the role of hospital brand image as a mediator in the relationships between healthcare worker competence and patient retention, and between service innovation and patient retention. Patient satisfaction can also mediate the relationship between healthcare worker competence and patient retention, but it does not mediate the relationship between service innovation and patient retention. These findings can guide hospitals in improving their brand image and service innovation to enhance patient retention.
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