The Influence of Service Quality and Marketing Mix on Satisfaction and Outpatient Loyalty at XYZ Type C Hospital in Makassar

Authors

  • Sri Naharindah Ningsih Pelita Harapan University Hospital Management, Regions, Indonesia
  • Danet Arya Patria Pelita Harapan University Hospital Management, Regions, Indonesia

DOI:

https://doi.org/10.38035/dijemss.v7i6.6409

Keywords:

Service Quality, Marketing Mix, Patient Satisfaction, Patient Loyalty, Private Hospital

Abstract

Issues in healthcare services are frequently linked to the level of patient satisfaction. This study aims to examine the effect of service quality and the marketing mix on patient satisfaction and loyalty among outpatients at XYZ Type C Hospital in Makassar. Service quality was measured through tangibility, reliability, responsiveness, assurance, and empathy. The marketing mix included product, price, promotion, place, physical evidence, process, and people. Data were collected from 64 respondents using a Likert scale questionnaire and analyzed using multiple linear regression (SPSS) and Sobel mediation testing. The results show that service quality positively and significantly affects satisfaction (β = 0.750; p < 0.001) and loyalty (β = 0.559; p < 0.001). Marketing mix also positively and significantly affects satisfaction (β = 0.774; p < 0.001) and loyalty (β = 0.557; p < 0.001). Satisfaction has the most dominant effect on loyalty (β = 0.842; p < 0.001) and mediates the influence of service quality and marketing mix on loyalty (Sobel Z = 7.21 and 7.55). Therefore, this study extends services marketing theory in the healthcare sector by empirically validating a mediation model in the context of a Type C private hospital in Indonesia.

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Published

2026-08-17

How to Cite

Ningsih, S. N., & Patria, D. A. (2026). The Influence of Service Quality and Marketing Mix on Satisfaction and Outpatient Loyalty at XYZ Type C Hospital in Makassar. Dinasti International Journal of Education Management and Social Science, 7(6), 5351–5362. https://doi.org/10.38035/dijemss.v7i6.6409

Issue

Vol. 7 No. 6 (2026): Dinasti International Journal of Education Management and Social Science (August - September 2026)

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