Service Quality Influence on Patient Loyalty: Customer Relationship Management as Mediation Variable (Study on Private Hospital Industry in Denpasar

Private Hospital Industry has currently been advanced and prolific rapidly along with the improvement of technology and medical science. Its circumstance prompts a strong effort to achieve and satisfy consumers in order that they become loyal ones. The study aimed to identify and examine (1) service quality influence on patient loyalty; and (2) service quality influence on patient loyalty mediated by CRM. The population was patients of Private Hospitals accredited by minimum five standards, and had BOR (Bed Occupancy Rate) score of minimum 50% in Denpasar. Collecting sample of study used two levels of judgment sampling. The first level was purposive sampling to determine the means of choosing sample. The amount of sample was 100 respondents analyzed by Generalized Structured Component Analysis (GSCA). The results showed service quality positively and significantly influenced customer loyalty; Implementation of Customer Relationship Management (CRM) mediated service quality influence on customer loyalty. When customers of Private Hospital in Denpasar felt the service quality met their expectation or more, they would be satisfied and loyal. Theoretically, the study is able to enhance and complement the realm of management science particularly concepts of CRM service, Customer Loyalty, and to be beneficial for academics and practitioners. Keywords: Service Quality, CRM, Customer Loyalty, Mediation