THE EFFECTS OF HOSPITAL QUALITY OF CARE ON PATIENT BELONGING: STRUCTURAL EQUALITY MODEL AND MEDIATION

The aim of the study is to measure the effects of perceived and expected service quality levels on patient loyalty. In total, 370 patients participated in this research. The Structural Equation Modeling (SEM) method to test the causal relationship model. The corresponding model in the study emerged as acceptable fit with the model. The result of the study indicate that perceived service quality and patient loyalty are statistically significant and positively related to each other. Additionally, perceived service quality has found to be an important mediator between expected service quality and patient loyalty. After patients have treatment in corresponding hospital, they have been affected by service quality as mush as cost of medication. As patient satisfaction increases, their loyalty increases. It is suggested to hospital management that they might course of action to patients for improving Reliability and Assurance SERVQUAL factors.