The Effect of Satisfaction With The Physical Environment of The Hospital, Service Quality and Hospital Image on Patient Loyalty and Intention To Recommend (A Study of Private and Government Hospitals In Kendari City)

Abstract

This study aims to analyze the effect of patient satisfaction, service quality, and hospital image on patient loyalty and their interest in recommending the hospital. This study also explores the differences in the measurement results of exogenous and endogenous variables between private and government hospitals in Kendari City, involving Kendari City Hospital, Bahteramas Hospital, Southeast Sulawesi Province, Santa Anna Hospital, Kendari Hospital, Aliah 2 Hospital, Aliah 3 Hospital, and Dewi Sartika Hospital. The study used the Structural Equation Modeling (SEM) method with PLS software, involving 640 samples consisting of 320 private hospital patients and 320 government hospital patients. The results of the study showed several main findings. First, satisfaction with the physical environment of the hospital has a positive and significant effect on patient loyalty and interest in recommending, both in government and private hospitals. A clean, comfortable, and aesthetic physical environment and good lighting play an important role. Second, service quality has a significant effect on patient loyalty and interest in recommending. Responsive, professional, and empathetic service aspects create a positive impression that strengthens patient trust. Third, hospital image has a positive effect on patient loyalty and hospital image has a significant effect on recommendation intention in government hospitals. Fourth, patient loyalty mediates the relationship between satisfaction with the physical environment, service quality, and hospital image with recommendation intention. Strong loyalty encourages patients to promote hospital services to others. This study confirms the importance of the role of the physical environment, service quality, and hospital image in building patient loyalty and encouraging recommendation intention. Patient loyalty has been proven to be the main key in creating effective promotion effects, both in government and private hospitals. These findings provide strategic implications for hospital managers to improve service quality and maintain and improve the physical environment and hospital image to strengthen patient loyalty and recommendations.