<![CDATA[This study aimed to analyze the effects of communication attitude, service speed, drug availability, and store atmosphere on customer satisfaction at K-24 Bacang Pharmacy, as well as to examine the effect of customer satisfaction on customer loyalty, including the mediating role of customer satisfaction. This research employed a quantitative approach with an explanatory design. Data were collected through an online questionnaire survey involving 140 respondents selected using purposive sampling. Data analysis was conducted using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS version 4.1.1.4. The findings indicated that service quality had a positive and significant effect on customer satisfaction, with communication attitude emerging as the most dominant factor. Customer satisfaction was also found to have a significant effect on customer loyalty and significantly mediated the relationship between all dimensions of service quality and customer loyalty. The novelty of this study lies in examining the mediating role of customer satisfaction in the relationship between multiple service quality dimensions and customer loyalty within the context of a 24-hour franchise pharmacy. This study provides practical implications for pharmacy managers to prioritize improvements in service quality, particularly communication attitude, in order to enhance customer satisfaction and loyalty, while also contributing to the healthcare service management literature in Indonesia.]]>
