<![CDATA[This study aims to analyze and synthesize scientific evidence regarding the influence of hospital service quality and branding on hospital image and patient loyalty. A literature review method with a scoping review approach was employed by searching relevant articles through Google Scholar, Portal Garuda, ProQuest, and Elsevier. Relevant literature was selected based on topic relevance, research variables, hospital context, and full-text availability, and was subsequently analyzed using a descriptive-narrative approach. The results indicate that hospital service quality and branding play important roles in shaping hospital image and patient loyalty. Service quality, including reliability, responsiveness, assurance, empathy, and facility comfort, contributes to positive patient experiences and strengthens patient perceptions. Meanwhile, consistent branding aligned with actual service experiences can build hospital identity, reputation, and a positive image. The relationship between service quality and patient loyalty may occur directly or indirectly through hospital image and patient satisfaction as mediating mechanisms. These findings highlight the importance of integrating service quality improvement with patient-oriented branding strategies. Such integration can strengthen hospital image, enhance patient satisfaction, and support sustainable patient loyalty.]]>
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