The Influence of Service Quality, Hospital Image, and Promotions to Patients’ Trust and Loyalty

Abstract

This research aimed to figure out the influence of service quality, hospital image, and promotion to patients’ trust and loyalty in National Cardiovascular Centre (NCC) Harapan Kita. This research was designed in a descriptive and quantitative study using multivariate analysis methods. The sample amounted to 60 people. Data collection was using questionnaire as the instrument that was analyzed using the structural equation model. The results of this study concluded that; service quality, hospital image, and promotion influenced significantly to patients’ trust, but only the promotions affected loyalty; the trust could not mediate the influence of service quality, hospital image, and promotion toward loyalty.

Keywords: image, trust, service quality, loyalty, promotions