THE ROLE OF HOSPITAL IMAGE MEDIATES EFFECT OF THE BENEFITS OF CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES AND SERVICE QUALITY ON PATIENT SATISFACTION

Abstract

The development of health in the service sector has penetrated various fields, one of which is medical or health services. Services are patient-oriented because the measure of perceived quality does not lie in the size of the health service provider but lies in the patient's self-satisfaction. Measuring the level of customer satisfaction is an important element in providing better, more efficient, and more effective services. This research uses a quantitative approach by collecting primary data through questionnaires distributed to 240 respondents who are patients who provide services at the RSUD Bali Mandara. The sampling method uses nonprobability sampling with the Purposive Sampling method. This research uses the Structural Equation Model (SEM) with a Partial Least Squares (PLS) approach to test the relationship between the variables studied. The results of the analysis show that the variables of corporate social responsibility and service quality have a positive and significant effect on patient satisfaction. The corporate social responsibility variable has a positive and significant effect on the hospital image. The service quality variable has a positive and significant effect on the hospital image. The hospital image has a positive and significant effect on patient satisfaction. Hospital image is able to mediate the influence between corporate social responsibility and service quality on patient satisfaction.

Keywords

• patient satisfaction
• corporate social responsibility
• service quality
• hospital image