THE EFFECT OF SERVICE QUALITY ON OUTPATIENT PATIENT LOYALTY AT LUDIRA HUSADA TAMA HOSPITAL YOGYAKARTA -

Abstract

This study analyzes the effect of service quality on outpatient loyalty through patient satisfaction at RS Ludira Husada Tama Yogyakarta. Using purposive sampling, 150 outpatients completed SERVQUAL-based questionnaires analyzed with SEM-PLS. Results showed that tangible (p=0.017) and assurance (p=0.002) dimensions significantly influenced patient satisfaction, while reliability (p=0.554), responsiveness (p=0.646), and empathy (p=0.902) did not. Patient satisfaction significantly influenced loyalty (p=0.001). The findings indicate that physical facilities and service assurance are critical factors in building patient loyalty through satisfaction in outpatient settings..

Keywords: service quality, patient satisfaction, patient loyalty, outpatient, SERVQUAL