Analyzing the Impact of Service Quality and Patient Trust on Loyalty: The Mediating Role of Satisfaction in a Healthcare Setting

This study examines the influence of service quality and patient trust on patient loyalty, with satisfaction acting as a mediating variable, at Wahyu Agra Medika Clinic Sragen. Using a quantitative survey approach, data were collected from 203 respondents and analyzed through Structural Equation Modeling (SEM). Findings indicate that while service quality and trust positively impact patient satisfaction, trust has a direct effect on loyalty, whereas service quality affects loyalty only indirectly through satisfaction. This result underscores the importance of patient satisfaction as a key factor in fostering loyalty within healthcare settings. The study suggests that enhancing service quality and building trust can significantly improve patient satisfaction and, consequently, loyalty. These insights offer valuable implications for healthcare providers aiming to develop effective strategies for sustaining long-term patient relationships.