The Effect of Service Convenience toward Patient’s Loyalty in Cendana Policlinic Dr.Soeradji Tirtonegoro General Hospital Klaten

Abstract

The changes of social economic, technology development, competitions in business environment, and the increasing of opportunity cost along with income, have a role in increasing the consumer’s demand toward convenience. Service convenience is perceived as being instrumental in directing the behavior of loyal consumers to a service provider. The aims is to estimate the effect of service convenience in forming loyal behavior to policinic. This research is a descriptive study using a mix method, conducted in 2013 involved 176 patients. The research instrument was a questionnaire consisting of 19 closed statements and 5 open-ended questions supported by interviews, observation and documents. Analysis conducted is logistic regression test to determine the dimension of service convenience that acts in affecting patient loyalty. The results showed that the dimension of the transaction, benefits, and post benefit convenience, while the other two are decision access convenience do not affect the consumer’s loyalty of Cendana Policlinic in Dr.Soeradji Tirtonegoro General Hospital Klaten. Significant influence is shown by the results of statistical test P<.05. observation and brief interview results showed several factors which play a role in the service convenience in Cendana Policlinic; they are company factors (service environment, consumer information, company brand, service system design) and individual differences of consumers (time orientation, perceive time pressure, empathy, experience).

Keywords: service convenience, consumer loyalty, Dr.Soeradji Tirtonegoro General Hospital Klaten