International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online) Vol. 7, Issue 2, pp: (91-99), Month: October 2019 - March 2020, Available at: www.researchpublish.com
The Role of Servqual and Trust on Mediating Internal Marketing Relationship with Outpatient Loyalty at Udayana University Hospital I Gede Wahyu Cahya Kusuma1, Ketut Rahyuda2 1,2
Faculty of Economics and Business, Udayana University, Bali - Indonesia
Abstract: In order to support service marketing communication optimally, a comprehensive marketing activity needs to be carried out. Internal Marketing is an internal marketing communication activity by seeing employees as consumers. Internal Marketing is the premise, to be able to provide high quality services, employees must first understand the company's objectives which delivered through internal marketing communications. The subjects of this study were employees of the Universitas Udayana Hospital as internal responders of service providers, and outpatients at Universitas Udayana Hospital as external respondents who received outpatients health services. The sampling technique used in this study is non probability judgmental sampling with a total sample of 140 internal respondents and 140 external respondents. Model testing is carried out using SEM (Structural Equation Modelling). The results of testing hypotheses through statistics show that all the effects of variable relationships in this study show a positive and significant effect. Servqual and Trust have a partial role mediating the influence of Internal Marketing with Loyalty. The better the implementation of Internal Marketing, the better is Servqual and Trust, which directly increases the Outpatient Loyalty at Udayana University Hospital. The theoretical implications of the results of this study can complement the marketing literature and will add new knowledge about evaluating the influence of a variable based on the relationship value of the four variables examined in this study (Internal Marketing, Servqual, Trust and Loyalty). The practical implications of this study can be considered by Universitas Udayana Hospital Management in decision making. This research has helped strengthen research that has been done previously by other researchers. Keywords: Internal Marketing, Servqual, Trust, and Loyalty.
I. INTRODUCTION Hospital health facilities are generally established for non-profit purposes. It is intended to maintain the existence of hospital managers. In addition, good governance is needed to be able to produce optimal service returns. Health services are services that are different from services in the form of goods. The quality of services provided is still low, so it has not been able to produce the services expected by patients. The quality of care is at the core of marketing strategies in health services as a means of achieving typical competencies in an increasingly competitive market [1]. Internal marketing (IM) is a strategic weapon that can help service marketers to achieve high quality service [2]. To find out the condition of health services and outpatient responses at Udayana University Hospital, a pre-survey was conducted consisting of hospital employees and outpatients at Udayana Hospital, each with 30 people. The results of the pre-outpatient survey showed that 56% of respondents thought they were neutral about the quality of services provided, and 50% of respondents thought they were neutral, trusted and loyal to the services provided. As many as 53% of hospital employees agreed to the implementation of IM in Unud Hospital. IM has a positive and significant influence on market orientation [3]. This positive influence means that the better the application of IM in an organization, the better the implementation of market orientation in the organization. The service marketing literature has highlighted
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