Abstract: In order to support service marketing communication optimally, a comprehensive marketing activity needs to be carried out. Internal Marketing is an internal marketing communication activity by seeing employees as consumers. Internal Marketing is the premise, to be able to provide high quality services, employees must first understand the company's objectives which delivered through internal marketing communications. The subjects of this study were employees of the Universitas Udayana Hospital as internal responders of service providers, and outpatients at Universitas Udayana Hospital as external respondents who received outpatients health services. The sampling technique used in this study is non probability judgmental sampling with a total sample of 140 internal respondents and 140 external respondents. Model testing is carried out using SEM (Structural Equation Modelling). The results of testing hypotheses through statistics show that all the effects of variable relationships in this study show a positive and significant effect. Servqual and Trust have a partial role mediating the influence of Internal Marketing with Loyalty. The better the implementation of Internal Marketing, the better is Servqual and Trust, which directly increases the Outpatient Loyalty at Udayana University Hospital. The theoretical implications of the results of this study can complement the marketing literature and will add new knowledge about evaluating the influence of a variable based on the relationship value of the four variables examined in this study (Internal Marketing, Servqual, Trust and Loyalty). The practical implications of this study can be considered by Universitas Udayana Hospital Management in decision making. This research has helped strengthen research that has been done previously by other researchers.
Keywords: Internal Marketing, Servqual, Trust, and Loyalty.
Title: The Role of Servqual and Trust on Mediating Internal Marketing Relationship with Outpatient Loyalty at Udayana University Hospital
Author: I Gede Wahyu Cahya Kusuma, Ketut Rahyuda
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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