Building Patient Loyalty: The Role of Brand Image and Service Quality in Outpatient Healthcare Revisit Behavior-A Systematic Review
DOI:
https://doi.org/10.55018/janh.v7i1.272Keywords:
Brand Image, Quality Service, Healthcare ServicesAbstract
Background: In the competitive outpatient healthcare sector, clinics struggle to retain and attract returning patients. Brand image and service quality significantly influence patient satisfaction and revisit decisions. A strong reputation and high service standards are expected to enhance loyalty and revisit rates. However, their interaction in hospital settings remains underexplored. This systematic review examines how brand image and service quality affect patient return behavior, satisfaction, and loyalty in outpatient clinics.
Methods: A systematic review following the PRISMA approach was conducted on studies published between 2020 and 2024. The review included research assessing the impact of brand image and service quality on patient satisfaction and revisiting intentions. Using a structured selection process, relevant studies were identified from academic databases. The analysis focused on cross-sectional, case study, and survey-based research to determine key factors influencing patient revisit behavior in outpatient healthcare settings.
Results: The review found that brand image and service quality significantly impact patient revisit behavior. A strong brand image was consistently linked to higher patient loyalty and revisit intentions. High service quality, characterized by timely service, professionalism, and responsiveness, emerged as a crucial determinant of patient satisfaction and return behavior. Several studies emphasized service quality as an essential factor in shaping positive patient experiences. Additionally, the relationship between brand image and service quality was interdependent, with each factor reinforcing the other.
Conclusion: This review highlights the critical roles of brand image and service quality in influencing patient revisit behavior in outpatient healthcare services. To enhance patient retention, healthcare facilities should strengthen their brand image through effective communication and improving service quality to meet patient expectations. Future research should investigate longitudinal effects and patient segmentation to understand further the dynamics of patient revisit behavior in healthcare settings.
Downloads
References
Abbas, U., Islam, K. M. A., Hussain, S., Baqir, M., & Muhammad, N. (2021). IMPACT OF BRAND IMAGE ON CUSTOMER LOYALTY WITH THE MEDIATING ROLE OF CUSTOMER SATISFACTION AND BRAND AWARENESS. International Journal of Marketing Research Innovation, 5(1), 1–15. https://doi.org/10.46281/ijmri.v5i1.987
Aladwan, M. A., Salleh, H. S., Anuar, M. M., ALhwadi, H., & Almomani, I. (2022). The Relationship among Service Quality, Patient Satisfaction and Patient Loyalty: Case Study in Jordan Mafraq Hospital.
Amiarno, Y. (2022). Bauran Pemasaran, Word of Mouth dan Brand Image Terhadap Minat Berkunjung Kembali di Radioterapi: Marketing Mix, Word of Mouth and Brand Image on Returning Interest in Radiotherapy. Journal of Public Health Education, 1(3), 117–129. https://doi.org/10.53801/jphe.v1i3.20
Candiago, K., & Pramono, R. (2024). PENGARUH SERVICE QUALITY DAN BRAND IMAGE TERHADAP REVISIT INTENTION MELALUI WORD OF MOUTH. Open Journal Systems, 19(4). https://binapatria.id/index.php/MBI
Chishti, H., Rauf, R., Iram, T., Saddiq, R., Awaiz, D., Yaqoob, A., & Tabassum, M. F. (2023). The Impact Of Hospital Brand Image On Patient Loyalty And Patient Behavioral Intention: The Mediating Role Of Patient Satisfaction.
DAM, S. M., & DAM, T. C. (2021). Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585–593. https://doi.org/10.13106/JAFEB.2021.VOL8.NO3.0585
Gabriela, A., & Antonio, F. (n.d.). How Brand Image Affects Expected Quality, Perceived Quality, Perceived Value, and Patient Satisfaction and Their Effect on Attitudinal Loyalty and Behavior Loyalty.
Indaryani, L., & Wulandari, R. (2023). Effect of Service Quality and Trust on Revisiting Interest toward Customer Satisfaction. International Journal of Management Science and Application, 1(2), 68–78. https://doi.org/10.58291/ijmsa.v1i2.74
Indriani, F. N., Ruswanti, E., & Hilmy, M. R. (2024). ANALYSIS OF SERVICE QUALITY, BRAND IMAGE ON RETURN VISIT INTENTION THROUGH PATIENT ATTITUDE. Jurnal Cinta Nusantara. Lisensi Creative Commons Atribusi 4.0 Internasional
Irdan, Kusumapradja, R., & Ramadhan, Y. (2024). The Effect of Brand Image and Medical Quality on Intention of Re-visit with Word of Mouth as a Mediating Variable among Patients. International Journal of Nursing and Health Services (IJNHS), 7(7). https://doi.org/10.35654/ijnhs.v7i4.799
Maulana, A., & Ayuningtiyas, D. (2023). THE INFLUENCE OF HOSPITAL BRAND IMAGE ON PATIENT’S DECISION TO CHOOSE HOSPITAL: LITERATURE REVIEW. Jurnal Administrasi Rumah Sakit Indonesia, 9(3). https://doi.org/10.7454/arsi.v9i3.7284
Murhadi, W. R., & Karsana, W. (2021). Effect Of Service Quality And Patient Satisfaction On Behavioral Intention. Journal of Entrepreneurship & Business, 2(1), 25–36. https://doi.org/10.24123/jeb.v2i1.3981
Paradilla, M., Nurfitriani, N., & Awawiriam, S. (2022). The Effect of Brand Image on Loyalty through General Patient Satisfaction as an Intervening Variable in Makassar City Hospital. Journal of Asian Multicultural Research for Medical and Health Science Study, 3(1), 67–75. https://doi.org/10.47616/jamrmhss.v3i1.239
Priono, F. A., & Sitanggang, M. L. (2023). The Effect Of Telemedicine And Brand Awareness On The Decision To Treatment And Its Impact On Return Visits Of Outpatient Hospital Patients X. 13(02).
Putra, T. D. M., Romadhona, N. L., & Abdullah, T. Mohd. K. (2024). Enhancing Patient Revisit Intention and Positive Word of Mouth: An Empirical Study of Medical Tourism. Jurnal Manajemen Dan Kewirausahaan, 12(1), 100–109. https://doi.org/10.26905/jmdk.v12i1.11459
Putri, M. N. D. A., Farida, N., & Arso, S. P. (2023). The Effect of Brand Equity and Customer Value in Repeat Visits of the Patients at Dr. Gunawan Mangunkusuma Regional General Hospital. Journal of Public Health for Tropical and Coastal Region, 6(1), 14–20. https://doi.org/10.14710/jphtcr.v6i1.17601
Setyorini, D., Tirtayasa, S., & Khair, H. (2023). The Effect Of Brand Image And Customer Relationship On Customer Loyalty Mediated By Customer Satisfaction At Primary School Al-Ulum. 12(01).
Siripipatthanakul, S. (2021). Service Quality, Patient Satisfaction, Word-of-Mouth, and Revisit Intention in a Dental Clinic, Thailand.
Toreh, C., & Wuisan, D. S. S. (2023). JURNAL ILMIAH MANAJEMEN BISNIS DAN INOVASI UNIVERSITAS SAM RATULANGI (JMBI UNSRAT). 11(1).
Trisno, A. O., & Berlianto, M. P. (2023). The Effect of Perceived Value, Brand Image, Satisfaction, Trust and Commitment on Loyalty at XYZ Hospitals, Tangerang. Jurnal Manajemen Kesehatan Indonesia, 11(1), 22–33. https://doi.org/10.14710/jmki.11.1.2023.22-33
Woo, S., & Choi, M. (2021). Medical service quality, patient satisfaction and intent to revisit: Case study of public hub hospitals in the Republic of Korea. PLOS ONE, 16(6), e0252241. https://doi.org/10.1371/journal.pone.0252241
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
