Determination of Patient Loyalty Through Customer Relationship Management and Patient Satisfaction as Mediating Variables in Health Services (Case Study on Health Services of Indera Main Clinic)

Abstract

Background: Patient retention at Indera Main Clinic remains below its management target, motivating an examination of customer relationship management (CRM) and patient satisfaction.
Objective: This study examines the relationships of Operational CRM and Communication CRM with patient satisfaction and loyalty, including the mediating role of satisfaction.
Methods: A quantitative, cross-sectional survey involved 100 purposively selected outpatients aged at least 17 years who had visited the clinic twice or more. Sixteen five-point Likert items were analyzed using partial least squares structural equation modeling (PLS-SEM) in SmartPLS.
Results: Operational CRM and Communication CRM showed positive coefficients for satisfaction (? = 0.167 and 0.586) and loyalty (? = 0.210 and 0.271). Satisfaction was positively associated with loyalty (? = 0.375). The reported indirect coefficients were 0.063 and 0.220, respectively. The models explained 33.9% of satisfaction variance and 36.5% of loyalty variance. Complete bootstrap significance statistics were not provided in the manuscript; consequently, inferential and mediation claims require confirmation.
Conclusion: Communication CRM exhibited the largest reported association with satisfaction, suggesting that interpersonal responsiveness warrants managerial attention alongside operational improvements. Findings are limited by the single-clinic, purposively sampled, cross-sectional design and should not be interpreted as definitive causal evidence for clinical policy decisions.