THE DETERMINANT OF CONSUMER PREFERENCE TO DEVELOPMENT CONSUMER LOYALTY IN HOSPITAL INDUSTRY

Abstract

Customer loyalty is an important thing for hospitals which of course must be considered by hospitals to maintain existing customers. One effort that can be done by hospitals to maintain customer loyalty is by increasing brand image, customer experience, and reliability. The purpose of this study was to determine how the influence of brand image, customer experience, and reliability on customer loyalty. The population of this research is all Balinese people who have used hospital services in Bali. The number of samples is 85 respondents with purposive sampling through the Likert scale questionnaire. Variables from this study are Brand Image, Customer Experience, and Reliability as independent variables. Customer Loyalty as dependent variable. Data analysis with multiple linear regression. The results showed that brand image, customer experience, and reliability simultaneously influenced customer loyalty with the Sig. = 0,000 <α = 0,10. And partially brand image does not affect customer experience because of the value of Sig. 0.603> α = 0.10, while customer experience has a positive and significant effect on customer loyalty with the value of Sig. 0,000 <α = 0,10, and the reliability variable also has a positive and significant effect on customer loyalty with the Sig. 0,071 <α = 0,10. The conclusion of this study proves that brand image does not affect customer loyalty while customer experience and reliability have a positive and significant effect on customer loyalty. It is recommended that hospital management in Bali evaluate employee performance so that employee performance can be better qualified and create a good experience in the minds of patients