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All Journal Global Management: International Journal of Management Science and Entrepreneurship
Vivian Gunawan
Universitas Esa Unggul
Decision Sciences, Operations Research & Management

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Patient Experience Mediates Effects of Service Access and Customer Relationship Management on Hospital Brand Image Vivian Gunawan; Supriyantoro Supriyantoro; Nofierni Nofierni
Global Management: International Journal of Management Science and Entrepreneurship Vol. 3 No. 3 (2026): August: Global Management: International Journal of Management Science and Entr
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/globalmanagement.v3i3.573

Abstract

Hospital brand image is formed from patient assessments of ease of access, quality of relationship management, and experience during receiving services. Objective: To analyze the in-fluence of Service Access and Customer Relationship Management on Brand Image with Patient Experience as an intervening variable in the Outpatient Installation of R. Syamsudin, SH Regional General Hospital. Quantitative research with a cross-sectional design involving 216 new patients with cash payment methods selected using purposive sampling. Data were collected through a four-point Likert scale questionnaire and analyzed using AMOS-based Structural Equa-tion Modeling and the Sobel Test. Service Access, Customer Relationship Management, and Patient Experience simultaneously had a significant effect on Brand Image (F = 391.207; R² = 0.847). All direct effects were significant, namely Service Access on Brand Image (β = 0.279), Customer Relationship Management on Brand Image (β = 0.514), Service Access on Patient Expe-rience (β = 0.430), Customer Relationship Management on Patient Experience (β = 0.751), and Patient Experience on Brand Image (β = 0.366). Patient Experience partially mediated the effect of Service Access on Brand Image (Sobel = 5.332; p < 0.001) and the effect of Customer Relationship Management on Brand Image (Sobel = 5.525; p < 0.001). Hospital management needs to adjust operating hours, simplify service flows, strengthen a culture of care, and ensure services meet patient expectations to improve the hospital's experience and image.
Co-Authors Nofierni Nofierni Supriyantoro Supriyantoro