The Effect of Service Quality on Patient Loyalty with Mediation of Patient Relationship Management and Moderation of Hospital Brand Image

In today’s competitive healthcare business, the impact of a hospital’s service quality on a patient’s attitude and behavior toward the hospital has become a major concern. The goal of this research is to look into the link between the hospital’s brand image, service quality, patient relationship management, and loyalty. To test the association, survey data was obtained from private and government hospitals in Islamabad and Rawalpindi that were accredited by five standards of care. Sample size was 300. SPSS was used to analyze the data. The findings reveal that the hospital’s service quality has both direct and indirect effects on the patient’s loyalty. This indicates that the hospital’s service quality not only enhances patient loyalty directly, but also enhances patient relationship management through enhanced service perception, which in turn raises the patient’s intention to return. The hospital’s brand image functions as a moderator in increasing service quality and patient loyalty. Furthermore, the findings suggest that service quality has an impact on patient loyalty through a pathway that incorporates patient relationship management as a mediator. As a result, according to this study, hospital managers should aim to develop and maintain the image of good hospitals in order to increase service quality, patient relationship management, and loyalty. It’s also a good idea to look into some tactics for building and maintaining a positive self-esteem facility.