Establishing customer loyalty in the era of national health insurance (a phenomenology study)

Objective: The aim of the study is to establish customer loyalty in the era of JKN by exploring patient experiences who are JKN participant in selecting a hospital for medication referral. Methods: The study employs a qualitative method with a phenomenological approach. Result: The study shows that a pleasant experience could establish customer loyalty toward hospital. Conclusion: The customer will be content with good services from hospital. A continuous contented feeling will result in satisfaction toward the hospital which lead to loyalty to certain services.