THE EFFECT OF DIGITAL SERVICE QUALITY AND PATIENT EXPERIENCE ON PATIENT LOYALTY WITH PATIENT TRUST AS A MEDIATING VARIABLE IN HOSPITALS

Abstract

Digital transformation in healthcare has changed the way patients interact with hospitals and evaluate healthcare services. Hospitals are increasingly required not only to provide high-quality clinical services but also to create positive patient experiences that build trust and encourage patient loyalty. This study aims to examine the effects of digital service quality and patient experience on patient loyalty, with patient trust as a mediating variable. A quantitative cross-sectional design was employed. The respondents were patients who had utilized hospital services and interacted with the hospital's digital service channels. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that digital service quality and patient experience positively influence patient trust. Patient trust subsequently has a positive effect on patient loyalty. The mediation analysis further demonstrates that patient trust mediates the relationships between digital service quality, patient experience, and patient loyalty. These findings indicate that hospital digital transformation should not focus solely on technological efficiency but also on creating digital interactions that are accessible, responsive, secure, and trustworthy. Therefore, integrating digital service quality, patient experience, and trust management is essential for strengthening long-term patient loyalty.