A Hospital Case Study: The Effect of MCSQ and Cose on Service Performance And Customer Satisfaction

Abstract

This study is aimed at analyzing the influence of management commitment to service quality (MCSQ) and customer orientation of service employees (COSE) to service perfomance, analyzing the influence of MCSQ, COSE and service performance to customer satisfaction, analyzing the influence of MCSQ and COSE to customer satisfaction through service performance. The number of samples in this study were 200 respondents. The technique used to analyze the data was Structural Equation Modeling (SEM). The results showed that MCSQ and COSE has positive and significant effect on service performance but MCSQ has higher effect on service performance compared to COSE. MCSQ and COSE has positive and significant effect on customer satisfaction but COSE has higher effect on customer satisfaction compared to MCSQ. Service performance has significant and positive effect on customer satisfaction. Service performance is an intervening variable which can mediate the influence of MCSQ and COSE to customer satisfaction. The findings of the research showed that the provision of a high quality service performance can create customer satisfaction.

Keywords: MCSQ, COSE, Service Perfomance, Customer Satisfaction