The Effect of Service Quality on Customer Satisfaction, Positive Word of Mouth and Corporate Image

The purpose of this research is to know the role of service quality to patient satisfaction, positive word of mouth and corporate image on inpatient patient of Sanglah Hospital Denpasar. This research takes sample 155 respondents by using purposive sampling technique and using technique of Structural Equation Modeling (SEM) analysis. The result of this research indicate that (1) service quality have positive and significant effect to positive word of mouth, (2) service quality have positive and significant effect to consumer satisfaction, (3) service quality have positive and significant effect to corporate image, (4) (5) Patient satisfaction have positive and significant effect to corporate image, (6) Positive word of mouth have positive and significant effect to corporate image. The practical implication of this research is for the management of Sanglah General Hospital to always pay attention and improve the service quality so that the patient's satisfaction can increase, the happening of WOM positive, and the image of RSUP Sanglah also increase.