<![CDATA[This study aims to examine the effect of trust and service quality on customer loyalty at General Hospital X in Bandung, taking into account the role of customer satisfaction as a mediating variable. This study employed a quantitative approach, utilizing a population of all hospital customers from April to May 2024. We conducted the sampling using a simple random sampling technique, with 100 respondents serving as the sample size. We used Structural Equation Modeling—Partial Least Squares (SEM-PLS) as the analysis method. The study's findings showed that service quality has a significant effect on customer satisfaction and loyalty, whereas trust does not have a significant effect on either variable. Furthermore, the study demonstrates that customer satisfaction not only mediates the effect of service quality on loyalty, but also significantly influences it. Conversely, customer satisfaction cannot mediate the effect of trust on loyalty. These findings indicate that improving service quality is a key factor in building customer loyalty in hospitals, while the aspect of trust requires a deeper and different approach to be able to contribute significantly to customer satisfaction and loyalty.]]>
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