HOW NURSING CARE EXPERIENCE AND SATISFACTION SHAPE PATIENT LOYALTY: EVIDENCE OF PATIENT TRUST AS A MEDIATING MECHANISM

Abstract

This study aims to analyze the influence of Nursing Care Experience and Patient Satisfaction on Patient Loyalty, with Patient Trust as a mediating mechanism. The study was conducted at a type A general hospital as a referral hospital with comprehensive and specialized health services. This study used a cross-sectional design with a quantitative approach. Data collection was conducted through purposive sampling of 406 female patients who met the inclusion criteria, namely type A general hospital patients with a frequency of visits of more than three times. Data were analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method. The results showed that Patient Experience with Nursing Care had a positive and significant effect on Patient Loyalty and Patient Satisfaction. Patient Satisfaction also had a positive effect on Patient Trust, but had a significant negative effect on Patient Loyalty (not supported). Patient Trust was proven to increase Patient Loyalty. In terms of mediation, Patient Satisfaction significantly mediated the relationship between Patient Experience and Patient Trust, but was ineffective on loyalty due to its negative direction. Meanwhile, mediation through Patient Trust was not significant. These findings confirm that patient experience and trust are more determinants of loyalty than satisfaction alone.