THE INFLUENCES OF SERVICE QUALITY AND HOSPITAL IMAGE ON PATIENT LOYALTY Case Study:Maternity Hospital in Bukittinggi

Aulia, Rahmi Ningsih (2016) THE INFLUENCES OF SERVICE QUALITY AND HOSPITAL IMAGE ON PATIENT LOYALTY Case Study:Maternity Hospital in Bukittinggi. Masters thesis, Universitas Andalas.

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Abstract

The level of competition on business in Indonesia is very tight because every company always trying to increase market share and reach new customers. Companies must be able to determine appropriate marketing strategy in order to attempt to survive and win the competition, so the goal of the company is achieved. Basically, the more competitors, the more the options for consumers to choose products that are in accordance with expectations. The intense competition causing the company more difficult to increase the number of consumers. The number of players in the market with all sorts of advantages to offer products made the company more difficult to grab market competition. The intense competition will indirectly affect a company to maintain market share, companies must work hard to maintain the loyalty of its customers Because of that, efforts to maintain customer loyalty is an important thing that should always be done by the company. Maintaining all an existing customer will generally be more profitable than customer turnover because the cost of attracting new customers can be five times more than the cost of retaining an existing customer. (Kotler and Keller, 2008)

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