Key Drivers of Revisit Intention in Dental and Oral Teaching Hospital

Digital transformation in dental and oral teaching hospitals demands strategies that not only ensure clinical quality but also sustain patient loyalty. This study examines the effects of digital storytelling and service quality on outpatient revisit intention at the Dental and Oral Hospital of Universitas Jenderal Soedirman (RSGMP Unsoed), with brand image and patient satisfaction as mediating variables. A quantitative cross-sectional design was applied to 115 outpatients aged ≥18 years who had completed one full episode of dental treatment. After exposure to a standardized digital storytelling video about RSGMP Unsoed, respondents completed a structured Likert-scale questionnaire. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). Service quality showed a strong effect on brand image (β = 0.828) and patient satisfaction (β = 0.514). Brand image (β = 0.518) and patient satisfaction (β = 0.284) had significant effects on revisit intention. Indirect effects indicated that service quality contributed to revisit intention through brand image and patient satisfaction, with substantial explained variance for brand image (R² = 0.806), patient satisfaction (R² = 0.864), and revisit intention (R² = 0.715). In contrast, digital storytelling did not show significant direct or mediating effects on brand image, patient satisfaction, or revisit intention. These findings position service quality as the primary driver of revisit intention in a teaching hospital context, while digital storytelling currently functions as a complementary communication approach that may require stronger integration with service delivery and more resonant narrative design to become behaviorally impactful.