Patient Satisfaction and Loyalty in Public Healthcare: The Role of Digital Marketing and Service Quality

Rizka Amelia Mayasari; Basuki  Rachmat

doi:10.14414/jbb.v15i01.5214

Vol. 15 No. 01 (2025), Articles

Vol. 15 No. 01 (2025) Pages 1-20

Patient Satisfaction and Loyalty in Public Healthcare: The Role of Digital Marketing and Service Quality

Rizka Amelia Mayasari⁺⁻
Basuki Rachmat⁺⁻

Rizka Amelia Mayasari

Universitas Hayam Wuruk Perbanas

Basuki Rachmat

Universitas Hayam Wuruk Perbanas

DOI: 10.14414/jbb.v15i01.5214

Published 2025-12-10

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Keywords

Digital marketing, quality of health service, patient satisfaction, patient loyalty, public health center

How to Cite

Amelia Mayasari, R., & Rachmat, B. (2025). Patient Satisfaction and Loyalty in Public Healthcare: The Role of Digital Marketing and Service Quality. Journal of Business & Banking, 15(01), 1-20. https://doi.org/10.14414/jbb.v15i01.5214

Abstract

This study aims to analyze the effect of digital marketing and health service quality on patient satisfaction and loyalty at Rangkah health center, Surabaya. The background of this study is based on the increasing need for responsive, modern, and digital technology-based health services, especially in the context of competition with private health facilities. This study uses a quantitative approach with data collection techniques through questionnaires distributed to 179 respondents who have been treated at Rangkah health center. The analysis method used was Structural Equation Modeling-Partial Least Square (SEM-PLS). The results showed that both digital marketing and health service quality had a significant effect on patient satisfaction and loyalty. In addition, patient satisfaction was shown to act as a mediating variable between digital marketing and service quality with patient loyalty. These findings confirm the importance of integration between effective digital marketing strategies and improved service quality in building sustainable patient loyalty. This study provides strategic implications for public healthcare managers in the face of digital transformation in the healthcare sector.

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Patient Satisfaction and Loyalty in Public Healthcare: The Role of Digital Marketing and Service Quality

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