THE MEDIATING ROLE OF PERCEIVED VALUE: LINKING CUSTOMER EXPECTATION AND EXPERIENCE TO SATISFACTION WITH BPJS KESEHATAN DENTAL SERVICES IN BANDUNG HOSPITALS
DOI:
https://doi.org/10.54783/028d2g88Keywords:
BPJS Kesehatan, Customer Expectation, Customer Experience, Perceived Value, Customer Satisfaction.Abstract
Despite the high prevalence of dental health problems, utilization of BPJS Kesehatan dental services in Bandung City (Indonesia) shows a downward trend. This study investigates this phenomenon by analyzing the influence of customer expectation and customer experience on customer satisfaction, with perceived value as a mediating variable. Using a quantitative approach with verificative methods, data were collected from 83 BPJS Kesehatan dental patients at a Bandung hospitals selected through purposive sampling. The study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) for data analysis. The findings indicate that customer experience is the dominant determinant of satisfaction (β=0.894), whereas customer expectation exerts no substantial direct influence. Furthermore, perceived value failed to mediate the relationship between expectations and experience with satisfaction. These results indicate that BPJS Kesehatan patients tend to bypass complex value-for-money evaluations and form satisfaction almost exclusively based on the reality of the actual service delivery. Therefore, healthcare providers are advised to shift their strategic focus from managing expectations to concrete improvements at experience touchpoints.
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