From Care to Advocacy: The Influence of Holistic Services and Facility Adequacy on Patient Experience and Trust in Hospitals

Abstract: This study examines the effects of holistic services and facility Adequacy to fostering brand advocacy in hospital selection in Batu City, Malang, Indonesia. Using a quantitative approach, data were collected from 340 respondents representing an infinite population and analyzed through Partial Least Squares–Structural Equation Modeling. The results indicate that holistic services significantly shape patient experience and trust, particularly through effective communication at intake, perceived security, and clear information provided by physicians. These dimensions highlight the importance of empathy, patient-centered interaction, and a strong sense of safety in building positive patient perceptions. In addition, facility Adequacy enhances patient experience and trust through adequate waiting areas and well-organized spatial arrangements, emphasizing comfort and cleanliness. Patient experience, supported by professional interaction and a supportive physical environment, strengthens patient trust and encourages brand advocacy. Overall, the findings suggest that communication quality, safety, and facility adequacy are strategic factors in improving patient loyalty and recommendations within the socio-cultural context of Batu City.