Pengaruh Service Quality dan Customer Relationship Marketing terhadap Customer Revisit Intention di Rumah Sakit Wates Husada Balongpanggang Gresik. (The Effect of Service Quality and Customer Relationship Marketing on Customer Revisit Intention at Wates Husada Hospital Balongpanggang Gresik).

Yanti, Amanda Arya Dwi (2025) Pengaruh Service Quality dan Customer Relationship Marketing terhadap Customer Revisit Intention di Rumah Sakit Wates Husada Balongpanggang Gresik. (The Effect of Service Quality and Customer Relationship Marketing on Customer Revisit Intention at Wates Husada Hospital Balongpanggang Gresik). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

In the era of globalization, public demand for high-quality healthcare services is increasing. Hospitals are required to provide professional, efficient, and responsive services. Wates Husada Hospital in Gresik strives to meet these demands through infrastructure development, enhancement of medical staff competencies, and the use of technology. However, the hospital faces several challenges, such as industry competition, complex regulations, and rising patient expectations. One of the main challenges is maintaining a balance between service quality and operational efficiency. Service quality such as speed, friendliness, professionalism, and effective interaction is a critical factor in encouraging patients to return. Additionally, relationship-based marketing strategies (Customer Relationship Marketing/CRM) play a vital role in building trust and patient loyalty. Nevertheless, Wates Husada Hospital still faces some issues, including uncomfortable waiting areas, ineffective communication, and slow digital responses, particularly through WhatsApp. Complaints related to post-visit services also hinder efforts to build long-term relationships with patients. This study employs a quantitative method with an associative approach, using a sample of 96 respondents who have previously used the hospital’s services. The results show that both service quality and Customer Relationship Marketing (CRM) variables have partial and simultaneous effects on patients' revisit intentions (customer revisit intention). These findings highlight the importance of improving service quality and implementing relational marketing strategies to maintain patient loyalty and encourage repeat visits. This research offers practical implications for hospital management in enhancing service quality and strengthening emotional bonds with patients.

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