The Effect Of Handling Complaints and Service Quality On Customer Loyalty Through Customer Satisfaction (Study On Clinic University of Muhammadiyah Purwokerto)
Keywords:
Complaint Handling, Service Quality, Customer Satisfaction, Customer Loyalty.
Abstract
The purpose of the study was to analyze the effect of complaint handling and service quality through customer satisfaction as a mediating variable. This research was conducted at the University Clinic of Muhammadiyah Purwokerto with 204 respondents and used a quantitative approach. The basis of analysis used is SEM-PLS with Structural Equation Model (SEM) analysis. The findings in the study of complaint handling have no significant effect on customer satisfaction and customer loyalty, customer satisfaction does not significantly mediate between complaint handling and customer loyalty, service quality has a significant effect on customer satisfaction and customer loyalty, customer satisfaction is able to significantly mediate between service quality and customer loyalty. These findings prove that service quality has a crucial role in increasing customer satisfaction and customer loyalty, while handling complaints does not affect customer loyalty if it is not accompanied by high service quality and has an impact on customer satisfaction.
References
Afidahtin, A., Ruswanti, E., & Tahjoo, A. (2020). He Importance of Patient Loyalty Through Experience and Handling Complaints With Trust as a Mediator. Journal of Nursing and Public Health, 8(2), 108-115.
Ahmad, F., Hidayat, W., & Djoko Waloejo, H. (2022). The Effect of Service Quality on Customer Loyalty Through Customer Satisfaction at RSu Pku Muhammdiyah Bantul (Study at RSU PKU Muhammadiyah Bantul). In Journal of Business Administration (Vol. 11, Issue 3). https://ejournal3.undip.ac.id/index.php/jiab
Aldara Syafa'a Maristha, & Soepatini. (2025). The Effect of Customer Satisfaction and Service Quality on Customer Loyalty Mediated by Perceived Service Value, Company Image, and Company Reputation. Al-Kharaj: Journal of Islamic Economics,Finance&Business,7(2),847-868. https://doi.org/10.47467/alkharaj.v7i2.7052
Annisa, F. F., Alfansi, L., Wiardi, A. H., Daulay, M. I., & Widianti, A. (2023). The Effect of Customer Experience on Customer Satisfaction and Loyalty of Generation Z at Coffee Shops in Bengkulu City. Frontiers in Business and Economics, 2(3), 154-163. https://doi.org/10.56225/finbe.v2i3.293
Arfa, A. R., & Ahri, R. A. (2025). The Effect of Service Quality on Patient Satisfaction and Loyalty of Inpatients at Sitti Khadijah 1 Makassar Mother and Child Hospital. 6(2), 79-87.
Ariadi, H. (2024). The Relationship between Complaint Handling and Patient Satisfaction at Banjarmasin Hospital. 3, 1-14.
Asri Rossnita Dewi, Chriswardani Suryawati, & Septo Pawelas Arso. (2023). The Effect of Service Quality and Hospital Image on Patient Satisfaction in Indonesia: Literature Review. Indonesian Health Promotion Publication Media (MPPKI), 6(10), 1940-1949. https://doi.org/10.56338/mppki.v6i10.4075
Asriani, A., & Putrawan, A. (2025). Complaint Management as an Effort to Improve Patient Satisfaction in Hospitals. Journal of Modern Technology and Science, 2(1), 39-47. https://doi.org/10.69930/jtsm.v2i1.313
Azhara Ajeng Niswara. (2024). The Effect of Service Quality on Customer Satisfaction and Its Implications for Customer Loyalty Kosambi Maternal and Children Center. Proceedings of the National Seminar on Entrepreneurship and Business Management Science, 1(1),372-386. https://doi.org/10.61132/prosemnasimkb.v1i1.29
Badri. (2025). The Effect of E-Service Quality on Customer Loyalty with Customer Experience as a Moderating Variable on the Use of Gojek Applications in Padang. Center of Economic Student Journal, 8(1),26218186.https://doi.org/10.56750/csej.v8i1.1088
Chandra Alim, M. (2023). Factors Affecting Health Service Utilization at Engsar Polewali Mandar Clinic. Jurnal Ners Universitas Pahlawan, 07, 830-836. http://journal.universitaspahlawan.ac.id/index.php/ners
Dara Oktavia, V., & Setya Marwati, F. (2022). Trust in CV Cipta Kimia Sukoharjo (Vol. 06, Issue 01).
Daud, S., Jakti Wisesa, B., Auralio Joyo, A., Sunjaya, A., & Bandar Lampung, U. (2025). The Effect of Product Quality and Service Quality on Customer Satisfaction in Culinary MSME Entrepreneurship (Case Study of "Miss Mojito" Restaurant in Labuhan Ratu, Bandar Lampung). Tambusai Education, 9(1), 961-970.
Fadjry, Bramesta Ubudiyah, Masunatul Fajarsiwi, & Hardityo. (2024). The Relationship of Complaint Handling and Patient Loyalty in the Inpatient Room of RSI Nashrul Ummah Lamongan.
Fatonah, S., & Palupi, H. (2020). The Effect of Handling Complaints and Hospital Service Quality on Patient Satisfaction and Loyalty Siti Fatonah, Heny Palupi. JMMR (Journal of Medicoeticolegal and Hospital Management), 9(3). https://doi.org/10.18196/jmmr.93138
Ghazali Munandar, I. (2020). The Effect of Service Quality on Hospital Customer Loyalty in Tangerang City. 6(2).
Ginting. (2024). Analysis of Factors Affecting the Effectiveness of Handling BPJS Inpatient Patient Complaints at RSu Royal Prima Medan. Jurnal Kesmas Prima Indonesia, 8(1). https://doi.org/10.34012/jkpi.v8i1.4752
Hakim, A., Nurhayati, A., & Sukmawati, N. (2024). The Effect of Service Quality and Consumer Satisfaction on Customer Loyalty. Scientific Journal of Unity Management, 12(6), 2759-2770. https://doi.org/10.37641/jimkes.v12i6.3221
Handayani. (2024). Analysis of the Effect of Customer Satisfaction on Customerloyalty with Customer Retention as an Intervening Variable (Case Study of Sharia Bank X Customers in West Semarang). Edunomika, 08 (03).
Imlabla, F., Payapo, N., Liklikwatil, N., & Kurnia Wiguna. (2024). The Importance of Complaint Handling Accuracy in Maintaining Customer Satisfaction. http://jurnal.globalhealthsciencegroup.com/index.php/JLH
Irawan. (2025). Analysis of the Effect of Service Quality on Customer Loyalty of Modern Retail Stores in Nabire Mediated by Customer Satisfaction. Maneksi Journal, 14 (01).
Istiqamah, N. F., & Mujtahidah, M. (2024). Analysis of the Quality of Health Service Quality in the Field of Health Services (Literature Review). Indonesian Journal of Science and Health Research, 1(4),130-135. https://doi.org/10.69930/jrski.v1i4.203
Juhandi. (2024). Service Quality in Various Service Sectors in Serang City through Literature Review. Maeswara: Journal of Management Science Research and Entrepreneurship, 2(5), 260-270. https://doi.org/10.61132/maeswara.v2i5.1310
Kautsar, A., Yulia, I. A., Fitrianti, D., & Putra, M. G. (2023). The Effect of Physical Evidence, Guarantee and Complaint Handling on BPJS Patient Satisfaction (Case Study at Medika Dramaga Bogor Hospital). EMT KITA Journal, 7(1), 120-128. https://doi.org/10.35870/emt.v7i1.771
Khatimah, Cokki, & Helmi (2024). The Effect of Service Quality on Patient Satisfaction at Rs YPK Mandiri, Central Jakarta. Journal of Business Management and Entrepreneurship, 08(03).
Khoirunnisa, S., Da'wah and Communication Sciences, F., & Syarif Hidayatullah, U. (2024). The Effect of Customer Experience and Complaint Handling on Customer Loyalty of Bank Syariah Indonesia (BSI) Through Satisfaction as an Intervening Variable. Journal of Da'wah Management, 12(2), 333-360. http://journal.uinjkt.ac.id/index.php/jmd
Kotler, P., Keller, K. L., Tan, C. T., Ang, S. H., & Leong, S. M. (2018). Marketing management: an Asian perspective. Pearson Education Limited.
Kurniawan, Y., Tj, H. W., & Fushen. (2022). The Effect of Service Quality and Complaint Handling on BPJS Patient Loyalty Mediated by Customer Satisfaction (Study on BPJS Health User Patients at RSIA Bunda Sejahtera). Journal of Indonesian Hospital Management and Administration (MARSI), 6(1).
Magdalena 1, M., Wulandari, W., & Mulyono. (2025). The Effect of Service Quality and CRM on Customer Loyalty with Satisfaction as a Mediating Variable (Wewe Travel Study). Manuhara Journal: Research Center for Management Science and Business, 3(2), 148-155. https://journal.arimbi.or.id/index.php/Manuhara
Maklufah, A. A., & Djunawan, A. (2023). The Relationship Between Complaint Handling To Patient Loyalty At Wonogiri Amal Sehat Hospital. Journal of Indonesian Public Health Publications, 9(3),118-128. https://doi.org/10.20527/jpkmi.v9i3.13926
Manuel, R., Dian, S., Siahaan, N., Entrepreneurship, P., Economy, F., & Medan, U. N. (2025). Analysis of the Effect of Responsiveness and Complaint Handling on Customer Loyalty of Serasi Medan Barber Business. 10(1), 282-291.
Nurafsari, I., Apriawanti, V., Surveyanti, Y., & Purwadhi, P. (2024). The Effectiveness Of Patient Satisfaction In Increasing Loyalty In Hospitals: Literature Review. 1(1), 181-205.
Parmana, A. D., Paramarta, V., & Nurina, Y. I. (2024). Factors Affecting Patient Satisfaction and Patient Loyalty in Hospitals: Systematic Literature Review. December. https://doi.org/10.33086/iimj.v6i2.6535
Qadri. (2025). 4964-Article Text-16188-2-10-20250227. MEA Scientific Journal (Management Economics and Accounting), 9(1).
Rafi, A. R., & Nugroho, D. A. (2022). The Effect of Service Quality on Customer Loyalty with Customer Satisfaction as a Mediator. Journal of Marketing Management and Consumer Behavior, 1(3),376-382. https://doi.org/10.21776/jmppk.2022.01.3.11
Ramdani, D. (2025). Analysis of Patient Service Quality at Yakin Cihampelas Pratama Clinic. Jambura, 7. http://ejurnal.ung.ac.id/index.php/JIMB
Safitri, Y. A. A., Tonis, M., & Suryandartiwi, W. (2023). The Relationship of Complain Handling with Patient Loyalty at the Inpatient Installation of Rsud Petala Bumi Riau Province. Journal of Public Health, 11(5).https://doi.org/10.14710/jkm.v11i5.41100
Saputra, R., & Wala, G. N. (2025). The Effect of Service Quality and Customer Trust on Consumer Loyalty in the Service Industry (Literature Review Study). Journal of Social and Political Greenation, 2(2),88-99.https://doi.org/10.38035/jgsp.v2i2.202
Sudibyo, A., & Keni. (2025). The Role of Service Quality, Trust, and Waiting Time in Increasing Patient Satisfaction and Loyalty. Journal of Business Management and Entrepreneurship, 09(02).
Susanti, E. (2021). Complaints Handling Satisfaction Mediates Between Complaints Handling To Customer Loyalty For The Indonesian Banking Industry Article Info Abstract. In International Journal of Digital Entrepreneurship and Business (IDEB) (Vol. 2, Issue 2). https://ejournal.jic.ac.id/ideb/
Thalia Prameswari. (2021). Patients: A Unique Consumer. Indonesian Journal of Health Law, 01(02), 132-139.
Trisdamayanti, M., Amir, A. M., & Djatola, R. (2025). The Influence of Complaint Handling and Customer Experience on Inpatient Customer Loyalty at Woodward Hospital, Palu City. Collaborative Journal of Science, 8(3), 1630-1639. https://doi.org/10.56338/jks.v8i3.7213
Tuhatelu, I. L., & Tan, P. H. P. (2025). The Effect of Service Quality and Patient Satisfaction on Patient Loyalty Mediated by Patient Trust at XYZ Hospital, North Minahasa. Media Bina Ilmiah, 19 (07).
Widiyaningsih, D., & Raharusun, H. (2024). ALBAMA: Journal of Business Administration and Management (Vol.16).http://jurnal.amayogyakarta.ac.id/index.php/albama
Yuniarti, E., Sari Murni, N., Asiani, G., Medika, A., Master of Public Health Study, P., & Bina Husada Palembang, S. (2025). 'Aisyiyah Medika Journal Template (Vol. 10, Issue 1).
Ahmad, F., Hidayat, W., & Djoko Waloejo, H. (2022). The Effect of Service Quality on Customer Loyalty Through Customer Satisfaction at RSu Pku Muhammdiyah Bantul (Study at RSU PKU Muhammadiyah Bantul). In Journal of Business Administration (Vol. 11, Issue 3). https://ejournal3.undip.ac.id/index.php/jiab
Aldara Syafa'a Maristha, & Soepatini. (2025). The Effect of Customer Satisfaction and Service Quality on Customer Loyalty Mediated by Perceived Service Value, Company Image, and Company Reputation. Al-Kharaj: Journal of Islamic Economics,Finance&Business,7(2),847-868. https://doi.org/10.47467/alkharaj.v7i2.7052
Annisa, F. F., Alfansi, L., Wiardi, A. H., Daulay, M. I., & Widianti, A. (2023). The Effect of Customer Experience on Customer Satisfaction and Loyalty of Generation Z at Coffee Shops in Bengkulu City. Frontiers in Business and Economics, 2(3), 154-163. https://doi.org/10.56225/finbe.v2i3.293
Arfa, A. R., & Ahri, R. A. (2025). The Effect of Service Quality on Patient Satisfaction and Loyalty of Inpatients at Sitti Khadijah 1 Makassar Mother and Child Hospital. 6(2), 79-87.
Ariadi, H. (2024). The Relationship between Complaint Handling and Patient Satisfaction at Banjarmasin Hospital. 3, 1-14.
Asri Rossnita Dewi, Chriswardani Suryawati, & Septo Pawelas Arso. (2023). The Effect of Service Quality and Hospital Image on Patient Satisfaction in Indonesia: Literature Review. Indonesian Health Promotion Publication Media (MPPKI), 6(10), 1940-1949. https://doi.org/10.56338/mppki.v6i10.4075
Asriani, A., & Putrawan, A. (2025). Complaint Management as an Effort to Improve Patient Satisfaction in Hospitals. Journal of Modern Technology and Science, 2(1), 39-47. https://doi.org/10.69930/jtsm.v2i1.313
Azhara Ajeng Niswara. (2024). The Effect of Service Quality on Customer Satisfaction and Its Implications for Customer Loyalty Kosambi Maternal and Children Center. Proceedings of the National Seminar on Entrepreneurship and Business Management Science, 1(1),372-386. https://doi.org/10.61132/prosemnasimkb.v1i1.29
Badri. (2025). The Effect of E-Service Quality on Customer Loyalty with Customer Experience as a Moderating Variable on the Use of Gojek Applications in Padang. Center of Economic Student Journal, 8(1),26218186.https://doi.org/10.56750/csej.v8i1.1088
Chandra Alim, M. (2023). Factors Affecting Health Service Utilization at Engsar Polewali Mandar Clinic. Jurnal Ners Universitas Pahlawan, 07, 830-836. http://journal.universitaspahlawan.ac.id/index.php/ners
Dara Oktavia, V., & Setya Marwati, F. (2022). Trust in CV Cipta Kimia Sukoharjo (Vol. 06, Issue 01).
Daud, S., Jakti Wisesa, B., Auralio Joyo, A., Sunjaya, A., & Bandar Lampung, U. (2025). The Effect of Product Quality and Service Quality on Customer Satisfaction in Culinary MSME Entrepreneurship (Case Study of "Miss Mojito" Restaurant in Labuhan Ratu, Bandar Lampung). Tambusai Education, 9(1), 961-970.
Fadjry, Bramesta Ubudiyah, Masunatul Fajarsiwi, & Hardityo. (2024). The Relationship of Complaint Handling and Patient Loyalty in the Inpatient Room of RSI Nashrul Ummah Lamongan.
Fatonah, S., & Palupi, H. (2020). The Effect of Handling Complaints and Hospital Service Quality on Patient Satisfaction and Loyalty Siti Fatonah, Heny Palupi. JMMR (Journal of Medicoeticolegal and Hospital Management), 9(3). https://doi.org/10.18196/jmmr.93138
Ghazali Munandar, I. (2020). The Effect of Service Quality on Hospital Customer Loyalty in Tangerang City. 6(2).
Ginting. (2024). Analysis of Factors Affecting the Effectiveness of Handling BPJS Inpatient Patient Complaints at RSu Royal Prima Medan. Jurnal Kesmas Prima Indonesia, 8(1). https://doi.org/10.34012/jkpi.v8i1.4752
Hakim, A., Nurhayati, A., & Sukmawati, N. (2024). The Effect of Service Quality and Consumer Satisfaction on Customer Loyalty. Scientific Journal of Unity Management, 12(6), 2759-2770. https://doi.org/10.37641/jimkes.v12i6.3221
Handayani. (2024). Analysis of the Effect of Customer Satisfaction on Customerloyalty with Customer Retention as an Intervening Variable (Case Study of Sharia Bank X Customers in West Semarang). Edunomika, 08 (03).
Imlabla, F., Payapo, N., Liklikwatil, N., & Kurnia Wiguna. (2024). The Importance of Complaint Handling Accuracy in Maintaining Customer Satisfaction. http://jurnal.globalhealthsciencegroup.com/index.php/JLH
Irawan. (2025). Analysis of the Effect of Service Quality on Customer Loyalty of Modern Retail Stores in Nabire Mediated by Customer Satisfaction. Maneksi Journal, 14 (01).
Istiqamah, N. F., & Mujtahidah, M. (2024). Analysis of the Quality of Health Service Quality in the Field of Health Services (Literature Review). Indonesian Journal of Science and Health Research, 1(4),130-135. https://doi.org/10.69930/jrski.v1i4.203
Juhandi. (2024). Service Quality in Various Service Sectors in Serang City through Literature Review. Maeswara: Journal of Management Science Research and Entrepreneurship, 2(5), 260-270. https://doi.org/10.61132/maeswara.v2i5.1310
Kautsar, A., Yulia, I. A., Fitrianti, D., & Putra, M. G. (2023). The Effect of Physical Evidence, Guarantee and Complaint Handling on BPJS Patient Satisfaction (Case Study at Medika Dramaga Bogor Hospital). EMT KITA Journal, 7(1), 120-128. https://doi.org/10.35870/emt.v7i1.771
Khatimah, Cokki, & Helmi (2024). The Effect of Service Quality on Patient Satisfaction at Rs YPK Mandiri, Central Jakarta. Journal of Business Management and Entrepreneurship, 08(03).
Khoirunnisa, S., Da'wah and Communication Sciences, F., & Syarif Hidayatullah, U. (2024). The Effect of Customer Experience and Complaint Handling on Customer Loyalty of Bank Syariah Indonesia (BSI) Through Satisfaction as an Intervening Variable. Journal of Da'wah Management, 12(2), 333-360. http://journal.uinjkt.ac.id/index.php/jmd
Kotler, P., Keller, K. L., Tan, C. T., Ang, S. H., & Leong, S. M. (2018). Marketing management: an Asian perspective. Pearson Education Limited.
Kurniawan, Y., Tj, H. W., & Fushen. (2022). The Effect of Service Quality and Complaint Handling on BPJS Patient Loyalty Mediated by Customer Satisfaction (Study on BPJS Health User Patients at RSIA Bunda Sejahtera). Journal of Indonesian Hospital Management and Administration (MARSI), 6(1).
Magdalena 1, M., Wulandari, W., & Mulyono. (2025). The Effect of Service Quality and CRM on Customer Loyalty with Satisfaction as a Mediating Variable (Wewe Travel Study). Manuhara Journal: Research Center for Management Science and Business, 3(2), 148-155. https://journal.arimbi.or.id/index.php/Manuhara
Maklufah, A. A., & Djunawan, A. (2023). The Relationship Between Complaint Handling To Patient Loyalty At Wonogiri Amal Sehat Hospital. Journal of Indonesian Public Health Publications, 9(3),118-128. https://doi.org/10.20527/jpkmi.v9i3.13926
Manuel, R., Dian, S., Siahaan, N., Entrepreneurship, P., Economy, F., & Medan, U. N. (2025). Analysis of the Effect of Responsiveness and Complaint Handling on Customer Loyalty of Serasi Medan Barber Business. 10(1), 282-291.
Nurafsari, I., Apriawanti, V., Surveyanti, Y., & Purwadhi, P. (2024). The Effectiveness Of Patient Satisfaction In Increasing Loyalty In Hospitals: Literature Review. 1(1), 181-205.
Parmana, A. D., Paramarta, V., & Nurina, Y. I. (2024). Factors Affecting Patient Satisfaction and Patient Loyalty in Hospitals: Systematic Literature Review. December. https://doi.org/10.33086/iimj.v6i2.6535
Qadri. (2025). 4964-Article Text-16188-2-10-20250227. MEA Scientific Journal (Management Economics and Accounting), 9(1).
Rafi, A. R., & Nugroho, D. A. (2022). The Effect of Service Quality on Customer Loyalty with Customer Satisfaction as a Mediator. Journal of Marketing Management and Consumer Behavior, 1(3),376-382. https://doi.org/10.21776/jmppk.2022.01.3.11
Ramdani, D. (2025). Analysis of Patient Service Quality at Yakin Cihampelas Pratama Clinic. Jambura, 7. http://ejurnal.ung.ac.id/index.php/JIMB
Safitri, Y. A. A., Tonis, M., & Suryandartiwi, W. (2023). The Relationship of Complain Handling with Patient Loyalty at the Inpatient Installation of Rsud Petala Bumi Riau Province. Journal of Public Health, 11(5).https://doi.org/10.14710/jkm.v11i5.41100
Saputra, R., & Wala, G. N. (2025). The Effect of Service Quality and Customer Trust on Consumer Loyalty in the Service Industry (Literature Review Study). Journal of Social and Political Greenation, 2(2),88-99.https://doi.org/10.38035/jgsp.v2i2.202
Sudibyo, A., & Keni. (2025). The Role of Service Quality, Trust, and Waiting Time in Increasing Patient Satisfaction and Loyalty. Journal of Business Management and Entrepreneurship, 09(02).
Susanti, E. (2021). Complaints Handling Satisfaction Mediates Between Complaints Handling To Customer Loyalty For The Indonesian Banking Industry Article Info Abstract. In International Journal of Digital Entrepreneurship and Business (IDEB) (Vol. 2, Issue 2). https://ejournal.jic.ac.id/ideb/
Thalia Prameswari. (2021). Patients: A Unique Consumer. Indonesian Journal of Health Law, 01(02), 132-139.
Trisdamayanti, M., Amir, A. M., & Djatola, R. (2025). The Influence of Complaint Handling and Customer Experience on Inpatient Customer Loyalty at Woodward Hospital, Palu City. Collaborative Journal of Science, 8(3), 1630-1639. https://doi.org/10.56338/jks.v8i3.7213
Tuhatelu, I. L., & Tan, P. H. P. (2025). The Effect of Service Quality and Patient Satisfaction on Patient Loyalty Mediated by Patient Trust at XYZ Hospital, North Minahasa. Media Bina Ilmiah, 19 (07).
Widiyaningsih, D., & Raharusun, H. (2024). ALBAMA: Journal of Business Administration and Management (Vol.16).http://jurnal.amayogyakarta.ac.id/index.php/albama
Yuniarti, E., Sari Murni, N., Asiani, G., Medika, A., Master of Public Health Study, P., & Bina Husada Palembang, S. (2025). 'Aisyiyah Medika Journal Template (Vol. 10, Issue 1).
Published
2025-07-21
How to Cite
Rizkyna Devi Kurniasih, Herni Justiana Astuti, Hengky Widhiandono, & Erny Rachmawati. (2025). The Effect Of Handling Complaints and Service Quality On Customer Loyalty Through Customer Satisfaction (Study On Clinic University of Muhammadiyah Purwokerto). International Journal of Economics, Business and Innovation Research, 4(04), 1514-1537. https://doi.org/10.63922/ijebir.v4i04.2099
.png)
Contact Person +6282139474255
Email : ijebir@citakonsultindo.or.id / editor.ijebir@gmail.com
