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

Authors

  • Ai Susi Susanti Politeknik Piksi Ganesha Author
    • Prihartono Politeknik Piksi Ganesha Author
      • Arman Maulana Politeknik Piksi Ganesha Author

        DOI:

        https://doi.org/10.64807/wjr42g59

        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, high-quality training programs to support the sustainability of institutions in the health sector.

        Keywords:

        customer loyalty, organizational image, health service training, training program, SITOREM analysis, path analysis

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        Published

        2025-12-05

        Issue

        Vol. 3 No. 1 (2025): QCU The Star: Journal of Science, Engineering, and Information Technology

        Section

        Articles

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        Copyright (c) 2025 Ai Susi Susanti, Prihartono, Arman Maulana (Author)

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        How to Cite

        Susanti, A. S., Prihartono, & Maulana, A. (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. QCU The Star, 3(1), 76-93. https://doi.org/10.64807/wjr42g59