The Influence of Hospital Service Quality, Hospital Service Innovation Strategy, and Therapeutic Communication Competence of Doctors on Patient Loyalty Mediated by Trust in a Military Hospital under the Indonesian Army Health Center

Aims: This study aims to explore the influence of hospital service quality, hospital service innovation strategy, and doctors' therapeutic communication competence on patient loyalty, with trust and patient satisfaction as mediating variables.

Study Design: Quantitative, cross-sectional study.

Place and Duration of Study: The research was conducted at the Level III Army Hospital, a healthcare facility managed by the Indonesian Army under the Army Health Center (Puskesad).

Methodology: A structured survey was administered to 384 family patients receiving care at the hospital. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) to examine the relationships between hospital service quality, innovation strategies, therapeutic communication competence, trust, and patient loyalty.

Results: The study found that service quality, innovation strategies, and communication efficiency positively influence patient loyalty, with trust mediating the effect of service quality and communication efficiency. However, trust did not mediate the effect of innovation strategy on loyalty

Conclusion: Hospital service quality, innovation strategies, and therapeutic communication competence are critical factors influencing patient loyalty. Trust enhances the effects of hospital service quality and therapeutic communication competence on loyalty but does not mediate the impact of innovation strategies. These findings highlight the importance of improving service quality and communication competence to build trust and foster patient loyalty in hospital settings.