The Delivery of Service in Forming the Image of the Hospital and Patients Satisfaction to Gain Patients Loyality in Kajuruhan Kepanjen Hospital Malang Regency

Kajuruhan Kepanjen Hospital Malang Regency is the only hospital possessed by Malang Regency. The competition among hospitals is getting tighter along with the appearance of private hospitals. The success of hospitals is caused mainly by the delivery of service, especially the service, tolls, and personals because hospitals as service industries have given good services for their patients so that the patients will be loyal. Data collecting method is by a field observation, i.e. distributing the questionnaires and interviewing 210 respondents (patients of Kajuruhan Kepanjen Hospital Malang Regency). Then the data was processed and analyzed by using Structural Equation Modeling (SEM) method, with AMOS software. The result of data analysis shows that the delivery of service has positive and significant influence to the image of the hospital but it does not have significant influence to patients satisfaction. The image of Kajuruhan Kepanjen Hospital Malang Regency has positive and significant influence to patients satisfaction and loyalty. Patients satisfaction has positive and significant influence to patients loyalty. Keywords: Delivery of Service, Image, Satisfaction, Loyalty