Patient Loyalty in Private Hospitals Through Brand Awareness, Self-Belief, and Emotional Attachment

Aims: This study aimed to analyze a loyalty model among non-BPJS patients at private hospitals based on hospital brand awareness, self-belief, and emotional attachment. Instrument & Methods: This cross-sectional analytical observational study was conducted among ۳۰۰ non-BPJS patients aged ≥۲۰ years who had previously used services at five private hospitals in Bangkalan Regency, Indonesia. Self-belief was measured using an adapted version of the General Self-Efficacy Scale, while emotional attachment was assessed using a modified Attachment Style Questionnaire. Data were analyzed using partial least squares structural equation modeling. Findings: The participants had a mean age of ۴۷.۳۰±۱۰.۰۴ years; most were male (۶۲.۳%) and classified as chronic patients (۵۵.۰%). Hospital brand awareness significantly influenced emotional attachment (β=۰.۳۷۱; t=۶.۲۰۲) and patient loyalty (β =۰.۲۶۹; t=۲.۶۶۱), while emotional attachment significantly influenced self-belief (β=۰.۲۴۶; t=۳.۶۲۹) and patient loyalty (β=۰.۳۶۷; t=۲.۹۴۳). Hospital brand awareness had an indirect effect on patient loyalty of ۰.۱۸۱ and a total effect of ۰.۴۵۰, whereas emotional attachment had an indirect effect of ۰.۱۲۲ and a total effect of ۰.۴۸۹. Self-belief demonstrated the strongest direct effect on patient loyalty (β=۰.۴۹۸; t=۳.۵۳۵). Conclusion: Loyalty among non-BPJS patients at private hospitals is influenced by hospital brand awareness, emotional attachment, and self-belief.

کلیدواژه ها:

Awareness ، Hospitals ، Patients ، Indonesia