THE INFLUENCE OF CUSTOMER SATISFACTION, TRUST, EFFECTIVE SYSTEM, AND CORPORATE REPUTATION ON PATIENT LOYALTY AT BATAM AUTHORITY AGENCY HOSPITAL

Abstract

This study aims to analyze the factors influencing patient loyalty at RSBP Batam, focusing on customer satisfaction, trust, effective systems, and corporate reputation. Employing a quantitative research approach with a deductive-inductive framework, the study surveyed 300 respondents who visited RSBP Batam more than three times in 2023, selected using Slovin's formula with a 5% margin of error. Data were collected through a Likert-scale questionnaire and analyzed using classical assumption tests, multiple regression, and hypothesis testing. Results indicate that all independent variables—customer satisfaction, trust, effective systems, and corporate reputation—positively and significantly impact patient loyalty, both individually and collectively. The F-test reveals a combined influence with F = 148.026 and p < 0.05, while the adjusted R-square value of 0.525 shows that 52.5% of loyalty variation is explained by these variables. The study concludes that improving these factors enhances loyalty, with customer satisfaction and trust emerging as the most influential determinants. Recommendations include prioritizing improvements in weaker aspects of loyalty and exploring additional variables such as service quality, education level, and cost in future research. This study contributes to the literature on healthcare management by offering actionable insights to enhance patient loyalty in competitive healthcare environments.