The Effect of Customer Loyalty Program and Customer Satisfaction on Customer Retention at Pupuk Kaltim Prima Sangatta Hospital

Abstract

Customer retention is strategies to find new customers and existing customer maintaining strategies This study aims to analyze the influence of customer loyalty programs and customer satisfaction on customer retention at Pupuk Kaltim Prima Sangatta Hospital. The type of research conducted is quantitative research using observational studies with cross sectional study designs. The sample in this study was outpatient patients at Pupuk Kaltim Prima Sangatta Hospital, totaling 382 respondents. The results showed that there was a direct influence Customer Loyalty Program on Customer Satisfaction, Direct Effect of Customer Loyalty Program on Customer Retention, Direct Effect of Customer Satisfaction on Customer Retention, Direct and Indirect Effects Customer Loyalty Program on Customer Retention Through Customer Satisfaction at the Pupuk Pupuk Prima Hospital is very. It is recommended to the Hospital Management to increase patient satisfaction by applying and making policies and reviewing things that are still lacking, especially making improvements and can improve the quality of services that are realized with five dimensions of service quality.