Home⇛QCU The Star: Journal of Science, Engineering, and Information Technology⇛vol. 3 no. 1 (2025)

Improving Organizational Image and Customer Loyalty: An Empirical Study of Training Participants at the Health Training UPTD of the West Java Provincial Health Office, Indonesia

Ai Susi Susanti | Prihartono | Arman Maulana

Discipline: health sciences (non-specific)

 

Abstract:

This study examines the direct and indirect effects of service quality and training programs on customer satisfaction, organizational image, and customer loyalty. Using quantitative methods, including path analysis and SITOREM analysis, the study was conducted with 176 training participants at the UPTD Health Training, West Java Provincial Health Office. Results show that service quality and training programs significantly and positively influence customer satisfaction, organizational image, and customer loyalty. Customer satisfaction serves as an important mediating variable, strengthening the relationships between service quality and training programs and organizational image and customer loyalty. SITOREM analysis identified priority indicators for improvement, such as service response and training content, to enhance participant satisfaction and experience. This study supports the theory that superior service quality and training programs can improve organizational image and customer loyalty through satisfying customer experiences. These findings provide strategic implications for public service management, particularly in developing relevant, highquality training programs to support the sustainability of institutions in the health sector.



References:

  1. Ali, BJ, et al. (2021). “Hotel Service Quality: Impact of Service Quality on Customer Satisfaction in Hospitality.” International Journal of Engineering, Business and Management, 5(3), 14-28.
  2. Amelia, SL, & Widayanto, W. (2019). The Influence of Marketing Relationships and Service Quality on Customer Loyalty through Customer Satisfaction. Journal of Business Administration, 9(1), 242-251.
  3. Arikunto, S. (2013). Research Procedures: A Practical Approach. Jakarta: Rineka Cipta.
  4. Bagram, MMM, & Khan, S. (2012). Achieving Customer Loyalty! The Role of Consumers. International Review of Management and Business Research, 1(1), 1-8.
  5. Buckley, R., & Caple, J. (2009). Training Theory & Practice. London: Kogan Page.
  6. Çerri, S. (2012). Exploring the Relationship between Service Quality, Satisfaction, Trust, and Loyalty. Journal of Competitiveness, 4(4).
  7. Chan, JF (2010). Pfeiffer Training Basics: The Essential Guide. New York: John Wiley and Sons.
  8. Fida, BA, et al. (2020). The Impact of Service Quality on Customer Loyalty and Satisfaction. Sage Open, 10(2), 2158244020919517.
  9. Frandsen, S. (2017). Organizational Image. International Encyclopedia of Organizational Communication, 4, 1795-1804.
  10. Goldstein, S. D. (2009). Superior Customer Satisfaction and Loyalty: Engaging Customers to Improve Performance. Quality Press.
  11. Haki, U. (2021). The Influence of Training and Service Quality on Consumer Satisfaction. Jemasi: Journal of Management Economics and Accounting, 17(1), 64-74.
  12. Hardhienata, S. (2017). Development of Scientific Identification Theory for Educational Management. IOP Conference Series, 166(1), 012007.
  13. Ivancevich, JM (2010). Human Resource Management. New York: McGraw-Hill.
  14. Khan, RU, et al. (2022). Impact of Customer Relationship Management on Customer Loyalty. Journal of Relationship Marketing, 21(1), 1-26.
  15. Kirkpatrick, D., & Kirkpatrick, J. (2008). Evaluating Training Programs: Four Levels. Berrett-Koehler Publishers.
  16. Kotler, P., & Keller, K. L. (2016). Marketing Management. Upper Saddle River, New Jersey: Personal Education.
  17. Larengkeng, GV, Kojo, C., & Saerang, RT (2023). The Influence of Job Training, Integrity, and Motivation on Employee Loyalty. EMBA Journal, 11(1), 405-413.
  18. Zeithaml, VA, Bitner, MJ, & Gremler, DD (2010). Services Marketing Strategy. Wiley International Marketing Encyclopedia.

Tools


Copyright © 2026  KITE Digital Educational Solutions |  Exclusively distributed by CE-Logic