Institutional theory developed by Dimaggio and Powell becomes necessary and relevant to the present especially in organizations engaged in health or government-owned hospitals. Among the three main components in institutional theory, one of which is isomorphic coersive which is defined as the ability of organizations adopting policies and systems of other organizations that are considered positive and bring benefits to the organization that would ensure the sustainability of the organization to be more optimal. Isomorphic Coersive as a variable in this study emphasizes three main things that conflicts of interest in management, organizational support and the image / perception of large or small an organization. Objectively, this study empirically analyze and investigate the links between components isomorphic coersive developed by DiMaggio and Powell on the quality of the services developed by Parasuraman et al which consists of five major components such as: assurance, reliabillity, responsiveness, tangible and empathy. This study analyzed 30 responden by doctors and nurses at the government hospital in Makassar were then tested through analysis of test equipment analysis partial least square (PLS). The study states that all components of isomorphic coersive positive and significant impact on service quality.
Keywords : Institutional Theory, SERVQUAL, Isomorphic Coersive.