Effect of Brand Image and Customer Experience on Patients’ Satisfaction and Mediation Role of Trust at Outpatient Installation of RSUD Haji South Sulawesi 2024

Patients' satisfaction takes a significant role in hospital's health services quality.RSUD Haji of South Sulawesi is required to provide optimal services to its patients.This matter has recently attracted attention as service quality improvement demand increases.This quantitative study was conducted at RSUD Haji South Sulawesi using a Cross-Sectional design, involving 150 samples selected purposively.Data were analyzed using SPSS software.The results of the study, Univariate analysis showed that patients' satisfaction reached 74.67%.Furthermore, bivariate analysis showed significant relationship between brand image, customer experience, and trust on patients' satisfaction ( value <0.05).Multivariate analysis further showed that brand image has the most direct effect on patients' satisfaction by 52.2% ( = 0.522), continued by trust by 20.5% ( = 0.205).In terms of their effect on trust, brand image obtained 24.5% ( = 0.245), while customer experience obtained 20.0% ( = 0.200).Meanwhile, the indirect effect of brand image and customer experience on patients' satisfaction through trust is 5.0% ( = 0.050) and 4.1% ( = 0.041), respectively.The conclusion is Customer service is the most effective variable to improve patients' satisfaction.Hence, hospitals are suggested to improve their customer experience.