<![CDATA[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.]]>
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