Analysis of the Effect of Service Quality on Vita Insani Pematangsiantar Hospital Brand Image

Oct 13, 2025 by magicalceylontours.com 73 views

Analysis of the Effect of Service Quality on Vita Insani Pematangsiantar Hospital Brand Image

Introduction

In today's competitive healthcare market, hospitals are not only required to provide quality medical services but also build a positive brand image in the eyes of the community. Vita Insani Pematangsiantar Hospital, as one of the healthcare providers in the city, is no exception. The hospital's brand image is a crucial factor in attracting patients and building trust with the community. This study aims to reveal the effect of service quality on the image of the Vita Insani Pematangsiantar Hospital brand.

Methodology

This study involved inpatients at Vita Insani Pematangsiantar Hospital. The research sample was determined using the Slovin formula and purposive sampling technique. The data used includes primary and secondary data obtained through documentation and questionnaire studies using Likert scale. Data were analyzed using a descriptive analysis method and multiple regression with the help of SPSS for Windows 19.00.

Results

The results showed that simultaneously, tangible, reliability, responsiveness, assurance, and empathy had a positive and significant effect on the brand image of Vita Insani Pematangsiantar Hospital. Partially, the Assurance variable has the most dominant influence on the brand image. The Adjusted R Square value of 0.532 shows that 53.2% of the brand image factor can be explained by tangible, reliability, responsiveness, assurance, and empathy, while the other 46.8% are explained by other factors not examined in this study.

Why Assurance is the Dominant Factor?

The results showing the dominance of the Assurance variable on the image of the Vita Insani Pematangsiantar Hospital brand should be observed. Assurance represents the ability and expertise of medical staff in providing a sense of security and trust to patients. This shows that people tend to trust more Vita Insani Pematangsiantar Hospital who have competent, professional and communicative medical staff.

Strategy for Improving the Image of the Vita Insani Pematangsiantar Hospital Brand

Based on the results of the study, several strategies can be applied to improve the image of the Vita Insani Pematangsiantar Hospital brand:

Strengthening Assurance

Hospitals need to continue to improve the quality and competence of medical staff through training and professional certification.
Effective communication and empathy from medical staff to patients also need to be improved to build trust and security.

Pay Attention to Tangible

Improving the quality of facilities and infrastructure, such as a comfortable waiting room, a clean inpatient room, and modern medical equipment, it is also important to build positive perceptions of the hospital.

Increasing Reliability

Timeliness in providing services, such as the arrival of doctors according to the schedule and speed in the administrative process, it is necessary to be the main focus to build a reputation of hospital reliability.

Responsiveness

Hospitals need to be responsive to the needs and demands of the patient, such as providing clear information, listening to complaints, and responding to patient requests quickly and precisely.

Fostering Empathy

Building empathy with patients, such as understanding the conditions and needs of patients, providing emotional support, and being friendly and caring, will increase patient satisfaction and strengthen the image of the hospital brand.

Conclusion

This study shows that the quality of service, especially the Assurance variable, has an important role in forming the image of the Vita Insani Pematangsiantar Hospital brand. With a focus on the right strategy to improve the quality of service, Vita Insani Pematangsiantar Hospital can build a strong brand image and increase public confidence in the health services provided.

Recommendations

Based on the findings of this study, the following recommendations are made:

Vita Insani Pematangsiantar Hospital should prioritize the improvement of medical staff's competence and expertise to enhance the Assurance variable.
The hospital should also focus on improving the quality of facilities and infrastructure to build positive perceptions of the hospital.
Timeliness in providing services and being responsive to patient needs are also crucial in building a reputation of hospital reliability and responsiveness.
Building empathy with patients is essential in increasing patient satisfaction and strengthening the image of the hospital brand.

By implementing these strategies, Vita Insani Pematangsiantar Hospital can improve its brand image and increase public confidence in the health services provided.
Frequently Asked Questions (FAQs) about the Effect of Service Quality on Vita Insani Pematangsiantar Hospital Brand Image

Q: What is the main objective of this study?

A: The main objective of this study is to reveal the effect of service quality on the image of the Vita Insani Pematangsiantar Hospital brand.

Q: What are the key factors that affect the brand image of Vita Insani Pematangsiantar Hospital?

A: The key factors that affect the brand image of Vita Insani Pematangsiantar Hospital are tangible, reliability, responsiveness, assurance, and empathy.

Q: Why is Assurance the dominant factor in affecting the brand image of Vita Insani Pematangsiantar Hospital?

A: Assurance is the dominant factor because it represents the ability and expertise of medical staff in providing a sense of security and trust to patients.

Q: What are the strategies that can be applied to improve the image of the Vita Insani Pematangsiantar Hospital brand?

A: The strategies that can be applied to improve the image of the Vita Insani Pematangsiantar Hospital brand are:

Strengthening Assurance by improving the quality and competence of medical staff through training and professional certification.
Paying attention to Tangible by improving the quality of facilities and infrastructure.
Increasing Reliability by providing timely services and being responsive to patient needs.
Fostering Empathy by building empathy with patients and providing emotional support.

Q: How can Vita Insani Pematangsiantar Hospital improve its brand image?

A: Vita Insani Pematangsiantar Hospital can improve its brand image by implementing the strategies mentioned above, such as strengthening Assurance, paying attention to Tangible, increasing Reliability, and fostering Empathy.

Q: What is the significance of this study?

A: This study is significant because it highlights the importance of service quality in affecting the brand image of Vita Insani Pematangsiantar Hospital. It also provides insights into the key factors that affect the brand image and the strategies that can be applied to improve it.

Q: What are the implications of this study for healthcare providers?

A: The implications of this study for healthcare providers are that they should prioritize the improvement of service quality, particularly in terms of Assurance, Tangible, Reliability, and Empathy, to build a strong brand image and increase public confidence in their health services.

Q: What are the limitations of this study?

A: The limitations of this study are that it only focuses on the effect of service quality on the brand image of Vita Insani Pematangsiantar Hospital and does not consider other factors that may affect the brand image.

Q: What are the future research directions?

A: Future research directions include investigating the effect of service quality on the brand image of other healthcare providers, exploring the role of other factors that may affect the brand image, and developing strategies to improve service quality and brand image in the healthcare industry.