The Role of Parkserv and Brand Trust in Loyalty Through Mediating Outpatient and Inpatient Satisfaction at Dr. M.M. Dunda Limboto Regional Hospital

Abstract

This study aims to examine the impact of Parkserv (Service Quality) and Brand Trust on Patient Loyalty, with Patient Satisfaction serving as a mediating variable, among both outpatients and inpatients at RS MM Dunda Limboto. Parkserv, as a measure of service quality, plays a significant role in shaping patients’ perceptions of the hospital, while brand trust serves as a fundamental basis for fostering long-term relationships. A quantitative research design was employed, utilizing the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique. Data were collected through structured questionnaires administered to 100 respondents, evenly distributed between outpatients and inpatients. The results indicate that Parkserv has a positive and significant effect on Patient Satisfaction but no direct effect on Loyalty. Brand Trust has a positive and significant effect on both Satisfaction and Loyalty. Patient Satisfaction has a positive and significant effect on Loyalty and mediates the relationship between Parkserv and Brand Trust with Loyalty.The managerial implications of this study suggest that hospital management should prioritize improving perceived service quality, including Parkserv aspects such as facility comfort, staff friendliness, and service efficiency. Strengthening Brand Trust through consistent service quality, a positive reputation, and effective communication will increase satisfaction and encourage patient loyalty. An integrated strategy that combines service quality improvement and brand image management is expected to sustain and enhance patient retention over the long term.