THE EFFECT OF BRAND IMAGE AND SERVICE QUALITY ON PATIENT SATISFACTION AND ITS IMPACT ON PATIENT LOYALTY AT MANGUSADA BALI HOSPITAL

I Made Wira Saputra; Ni Putu Abdi Mahadewi

Authors

I Made Wira Saputra Program Magister Manajemen Rumah Sakit Universitas Sangga Buana YPKP Bandung, Fakultas Kedokteran Universitas Udayana Author
Ni Putu Abdi Mahadewi Author

Keywords:

brand image, service quality, patient satisfaction, patient loyalty, hospital management.

Abstract

This study aims to analyze the effect of brand image and service quality on patient satisfaction and its impact on patient loyalty at Mangusada Hospital, Bali. This research employed a quantitative method using a survey approach involving hospital patients. Data were analyzed using path analysis to examine both direct and indirect effects among variables. The results indicate that brand image and service quality have a positive and significant effect on patient satisfaction. Patient satisfaction also significantly influences patient loyalty. Furthermore, brand image and service quality indirectly affect patient loyalty through patient satisfaction as a mediating variable. Simultaneously, these variables contribute significantly to improving patient loyalty.