The effect of organizational culture and service quality on patient loyalty mediated by patient satisfaction

https://doi.org/10.35912/gabs.v2i2.3604
Published: Oct 28, 2025

Abstract:

Purpose: This study examines the effect of organizational culture and service quality on patient loyalty, with patient satisfaction as a mediating variable. The research focuses on Siloam Kupang General Hospital, where improving service quality and cultivating a strong culture are essential for sustaining patient loyalty in a competitive healthcare environment.

Methodology: A quantitative approach using Partial Least Squares–Structural Equation Modeling (PLS-SEM) was applied to data collected from 200 outpatients through structured questionnaires. Four latent variables organizational culture, service quality, patient satisfaction, and patient loyalty were analyzed using SmartPLS 4.

Results: The findings reveal that both organizational culture (? = 0.293; p < 0.001) and service quality (? = 0.306; p = 0.001) significantly influence patient loyalty. Patient satisfaction also has a significant effect on loyalty (? = 0.294; p = 0.001) and mediates the relationships between organizational culture and loyalty (? = 0.141; p = 0.006), as well as between service quality and loyalty (? = 0.097; p = 0.034). The model demonstrates substantial explanatory power (R² = 0.633) and high predictive relevance (Q² = 0.462).

Conclusion: Strengthening organizational culture and improving service quality are key strategies to enhance patient satisfaction and loyalty. Hospitals should prioritize patient-centered values, effective communication, and responsive services to build lasting trust.

Limitations: The study is limited to a single hospital and a specific patient group, restricting generalizability.

Contribution: This research extends the understanding of mediating mechanisms between culture, service quality, and loyalty, offering managerial insight for hospital service excellence and patient retention strategies.

Keywords:
1. Organizational Culture
2. Patient Loyalty
3. Patient Satisfaction
4. Service Quality
Authors:
1 . Adhe William Fanggidae
Krida Wacana Christian University, Jakarta, Indonesia
2 . Soegeng Wahyoedi
Krida Wacana Christian University, Jakarta, Indonesia
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How to Cite
Fanggidae, A. W., & Wahyoedi, S. (2025). The effect of organizational culture and service quality on patient loyalty mediated by patient satisfaction. Global Academy of Business Studies, 2(2), 81–99. https://doi.org/10.35912/gabs.v2i2.3604
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Issue & Section
Vol. 2 No. 2 (2025): October
Articles
References

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    Andres, E. B., Song, W., Song, W., & Johnston, J. M. (2019). Can Hospital Accreditation Enhance Patient Experience? Longitudinal Evidence from a Hong Kong Hospital Patient Experience Survey. BMC health services research, 19(1), 1-9. doi:https://doi.org/10.1186/s12913-019-4452-z

    Ariyanto, I., Rohendi, A., & Rahim, A. H. (2024). Pengaruh Budaya Kerja dan Kepuasan Kerja Terhadap Kualitas Pelayanan Medik RS Khusus Paru Kabupaten Karawang. Innovative: Journal Of Social Science Research, 4(1), 8052-8067. doi:https://doi.org/10.31004/innovative.v4i1.8794

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    Baranti, A., Anwar, S. M., & Qamaruddin, M. Y. (2024). Pengaruh Budaya Organisasi dan Motivasi Kerja Terhadap Kinerja Karyawan pada PT. Boma Tirta Prima Makassar. Studi Ilmu Manajemen dan Organisasi, 5(2), 379-388. doi:https://doi.org/10.35912/simo.v5i2.3390

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    Fachrezi, F. R., & Prasetiyo, B. (2024). Pengaruh Kompensasi dan Motivasi terhadap Kinerja Pegawai. Reviu Akuntansi, Manajemen, dan Bisnis, 4(1), 107-115. doi:https://doi.org/10.35912/rambis.v4i1.3223

    Ghozali, I., & Latan, H. (2015). Partial Least Squares Konsep Teknik dan Aplikasi dengan Program Smart PLS 3.0. Semarang: Badan Penerbit Undip.

    Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to Use and How to Report the Results of PLS-SEM. European Business Review, 31(1), 2-24. doi:https://doi.org/10.1108/EBR-11-2018-0203

    Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Second Edition. New York: Sage Publications.

    Hastjarjo, K. (2023). Model Pemasaran Strategik Perhotelan: Sebuah Makalah Konseptual. Jurnal Studi Perhotelan dan Pariwisata, 1(1), 11-20. doi:https://doi.org/10.35912/jspp.v1i1.1844

    Herlina, F., Rumengan, A. E., & Indrawan, M. G. (2024). The Effect of Interpersonal Communication, Facilities and Application-Based Registration on Patient Satisfaction with Service Quality as an Intervening Variable in the Outpatient Row RSUD Raja Ahmad Tabib Riau Island Province. Journal of Multidisciplinary Academic and Practice Studies, 1(3), 197-218. doi:https://doi.org/10.35912/jomaps.v1i3.2357

    Irawan, M. N., & Sefnedi. (2019). Pengaruh Kualitas Pelayanan Kesehatan Rawat Inap Terhadap Tingkat Kepuasaan dan Loyalitas Pasien di RSUD Sungai Dareh Kabupaten Dharmasraya. JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam), 7(2), 141-148. doi:https://doi.org/10.33884/jimupb.v7i2.1255

    Juwariyah, T., Joyo, N. B. W., & Santosa, W. R. B. (2014). Hubungan Perilaku Caring Perawat dengan Tingkat Kepuasan Pasien di Poli VCT RSUD Gambiran Kota Kediri Berdasarkan Teori Watson. Jurnal Ners dan Kebidanan (Journal of Ners and Midwifery), 1(3), 177-183. doi:https://doi.org/10.26699/jnk.v1i3.ART.p177-183

    Kondasani, R. K. R., & Panda, R. K. (2015). Customer Perceived Service Quality, Satisfaction and Loyalty in Indian Private Healthcare. International journal of health care quality assurance, 28(5), 452-467. doi:https://doi.org/10.1108/IJHCQA-01-2015-0008

    Kurniawan, T. R., Herman, Wicara, D. G., & Rofidah, S. (2025). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pasien dengan Loyalitas Pasien Sebagai Variabel Mediasi pada Rumah Sakit Umum Daerah Riau. Jurnal Daya Saing, 11(1), 132-141. doi:https://doi.org/10.35446/dayasaing.v11i1.2180

    Langi, S., & Winarti, E. (2024). Pengaruh Kualitas Pelayanan terhadap Kepuasan Pasien. Jurnal Ilmu Medis Indonesia, 3(1), 31-39. doi:https://doi.org/10.35912/jimi.v3i1.2870

    Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Customer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.

    Prasetiyawati, W., & Dirwan, A. D. A. (2023). Pengaruh Komitmen, Budaya Organisasi dan Kualitas Pelayanan Terhadap Kepuasan Pasien RSAU dr. Esnawan Antariksa. Jurnal Ilmiah Manajemen SURYA PASCA SCIENTIA, 12(2), 84-93. doi:https://doi.org/10.35968/jimspc.v12i2.1101

    Rachman, M. A., & Ariyanti, M. (2025). The Impact of Customer Relationship Management on Customer Loyalty with Customer Satisfaction as a Mediating Variable at Telkomsel Partner Outlets in Banjar City. International Journal of Accounting and Management Information Systems, 3(1), 1-13. doi:https://doi.org/10.35912/ijamis.v3i1.3242

    Rahellea, S. L., & Rianto, M. R. (2023). Literatur Review: Pengaruh Kualitas Produk, Harga dan Loyalitas terhadap Kepuasan Konsumen Kopi Nako. Studi Ilmu Manajemen dan Organisasi, 4(1), 63-73. doi:https://doi.org/10.35912/simo.v4i1.1782

    Rizal, A. S., Mukhti, N., & Mu'allimin. (2024). Menjelajahi Makna Budaya Organisasi jurnal Ilmiah Kajian Multidisipliner, 8(5), 571-581.

    Sanjaya, A. A., Hanafi, I., & Wanto, A. H. (2024). Pengaruh Perubahan Budaya Organisasi Terhadap Kualitas Layanan di Sektor Kesehatan: Tinjauan Literatur Sistematis. Jurnal Nuansa: Publikasi Ilmu Manajemen dan Ekonomi Syariah, 2(4), 30-39. doi:https://doi.org/10.61132/nuansa.v2i4.1315

    Sari, Y., Monalysa, L., Ridwansyah, R., Ruray, T. A., & Pratama, R. H. (2025). Pengaruh Kualitas Pelayanan, Kepercayaan Pasien Terhadap Loyalitas Pasien dengan Kepuasan Konsumen Sebagai Variabel Mediasi pada Rumah Sakit Pertamina Bintang Amin Kota Bandar Lampung. Swabumi, 13(1), 29-38. doi:https://doi.org/10.31294/swabumi.v13i1.25066

    Sihombing, Y. A. (2021). Pengaruh Kualitas Pelayanan, Kepuasan, Trust, Brand Equity, Hospital Image dan Komitmen terhadap Loyalitas Pasien Umum. Jurnal Ayurveda Medistra, 3(2), 1-11. doi:https://doi.org/10.51690/medistra-jurnal123.v3i2.42

    Sudibyo, A., & Keni. (2025). Peran Kualitas Layanan, Kepercayaan, dan Waktu Tunggu dalam Meningkatkan Kepuasan dan Loyalitas Pasien. Jurnal Manajemen Bisnis dan Kewirausahaan, 9(2), 195-208. doi:https://doi.org/10.24912/jmbk.v9i2.33892

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    Sun’an, M., Soleman, M. M., & Nurlaila, N. (2024). Tingkat Kepuasan Masyarakat dalam Pelayanan Kesehatan di Provinsi Maluku Utara: Studi Kasus RSUD. Chasan Boesoiri. Studi Ilmu Manajemen dan Organisasi, 5(2), 287-298. doi:https://doi.org/10.35912/simo.v5i2.3591

    Susanti, Reniati, & Warlina, L. (2025). Analysis of Service Quality on Consumer Satisfaction Data from the Central Statistics Agency of Belitung Regency. Global Academy of Multidisciplinary Studies, 1(3), 167-180. doi:https://doi.org/10.35912/gams.v1i3.3480

    Suyatmi, S., Latunreng, W., Yosepha, S. Y., & Arifin, A. L. (2024). Analisis Pengaruh Kompetensi, Kedisiplinan, dan Budaya Kerja Tenaga Kesehatan Terhadap Kepuasan Pasien Rawat Jalan di Rumah Sakit Umum Daerah Khidmat Sehat Afiat Kota Depok Provinsi Jawa Barat. Jurnal Penelitian Manajemen Terapan (PENATARAN), 9(1), 64-73.

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    Zhang, P., Zhang, H., & Wang, A. (2025). Research on the Impact of Hospital Organizational Behavior on Physicians' Patient-Centered Care. Archives of Public Health, 83(1), 1-11. doi:https://doi.org/10.1186/s13690-025-01620-5

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  2. Andres, E. B., Song, W., Song, W., & Johnston, J. M. (2019). Can Hospital Accreditation Enhance Patient Experience? Longitudinal Evidence from a Hong Kong Hospital Patient Experience Survey. BMC health services research, 19(1), 1-9. doi:https://doi.org/10.1186/s12913-019-4452-z
  3. Ariyanto, I., Rohendi, A., & Rahim, A. H. (2024). Pengaruh Budaya Kerja dan Kepuasan Kerja Terhadap Kualitas Pelayanan Medik RS Khusus Paru Kabupaten Karawang. Innovative: Journal Of Social Science Research, 4(1), 8052-8067. doi:https://doi.org/10.31004/innovative.v4i1.8794
  4. Arnaldo, A., & Keni, K. (2024). Studi pada Loyalitas Pasien Rumah Sakit Swasta di Jakarta Utara. Jurnal Manajemen Bisnis dan Kewirausahaan, 8(6), 1440-1449. doi:https://doi.org/10.24912/jmbk.v8i6.33636
  5. Azzahra, P. Z., Yuliansyah, Y., & Nauli, P. (2021). Pengaruh Akuntabilitas dan Budaya Organisasi Terhadap Kinerja Organisasi pada Rumah Sakit Swasta Kota Bandar Lampung. Jurnal Studi Pemerintahan dan Akuntabilitas, 1(1), 43-54. doi:https://doi.org/10.35912/jastaka.v1i1.236
  6. Baranti, A., Anwar, S. M., & Qamaruddin, M. Y. (2024). Pengaruh Budaya Organisasi dan Motivasi Kerja Terhadap Kinerja Karyawan pada PT. Boma Tirta Prima Makassar. Studi Ilmu Manajemen dan Organisasi, 5(2), 379-388. doi:https://doi.org/10.35912/simo.v5i2.3390
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  9. Fachrezi, F. R., & Prasetiyo, B. (2024). Pengaruh Kompensasi dan Motivasi terhadap Kinerja Pegawai. Reviu Akuntansi, Manajemen, dan Bisnis, 4(1), 107-115. doi:https://doi.org/10.35912/rambis.v4i1.3223
  10. Ghozali, I., & Latan, H. (2015). Partial Least Squares Konsep Teknik dan Aplikasi dengan Program Smart PLS 3.0. Semarang: Badan Penerbit Undip.
  11. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to Use and How to Report the Results of PLS-SEM. European Business Review, 31(1), 2-24. doi:https://doi.org/10.1108/EBR-11-2018-0203
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  18. Kurniawan, T. R., Herman, Wicara, D. G., & Rofidah, S. (2025). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pasien dengan Loyalitas Pasien Sebagai Variabel Mediasi pada Rumah Sakit Umum Daerah Riau. Jurnal Daya Saing, 11(1), 132-141. doi:https://doi.org/10.35446/dayasaing.v11i1.2180
  19. Langi, S., & Winarti, E. (2024). Pengaruh Kualitas Pelayanan terhadap Kepuasan Pasien. Jurnal Ilmu Medis Indonesia, 3(1), 31-39. doi:https://doi.org/10.35912/jimi.v3i1.2870
  20. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Customer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
  21. Prasetiyawati, W., & Dirwan, A. D. A. (2023). Pengaruh Komitmen, Budaya Organisasi dan Kualitas Pelayanan Terhadap Kepuasan Pasien RSAU dr. Esnawan Antariksa. Jurnal Ilmiah Manajemen SURYA PASCA SCIENTIA, 12(2), 84-93. doi:https://doi.org/10.35968/jimspc.v12i2.1101
  22. Rachman, M. A., & Ariyanti, M. (2025). The Impact of Customer Relationship Management on Customer Loyalty with Customer Satisfaction as a Mediating Variable at Telkomsel Partner Outlets in Banjar City. International Journal of Accounting and Management Information Systems, 3(1), 1-13. doi:https://doi.org/10.35912/ijamis.v3i1.3242
  23. Rahellea, S. L., & Rianto, M. R. (2023). Literatur Review: Pengaruh Kualitas Produk, Harga dan Loyalitas terhadap Kepuasan Konsumen Kopi Nako. Studi Ilmu Manajemen dan Organisasi, 4(1), 63-73. doi:https://doi.org/10.35912/simo.v4i1.1782
  24. Rizal, A. S., Mukhti, N., & Mu'allimin. (2024). Menjelajahi Makna Budaya Organisasi jurnal Ilmiah Kajian Multidisipliner, 8(5), 571-581.
  25. Sanjaya, A. A., Hanafi, I., & Wanto, A. H. (2024). Pengaruh Perubahan Budaya Organisasi Terhadap Kualitas Layanan di Sektor Kesehatan: Tinjauan Literatur Sistematis. Jurnal Nuansa: Publikasi Ilmu Manajemen dan Ekonomi Syariah, 2(4), 30-39. doi:https://doi.org/10.61132/nuansa.v2i4.1315
  26. Sari, Y., Monalysa, L., Ridwansyah, R., Ruray, T. A., & Pratama, R. H. (2025). Pengaruh Kualitas Pelayanan, Kepercayaan Pasien Terhadap Loyalitas Pasien dengan Kepuasan Konsumen Sebagai Variabel Mediasi pada Rumah Sakit Pertamina Bintang Amin Kota Bandar Lampung. Swabumi, 13(1), 29-38. doi:https://doi.org/10.31294/swabumi.v13i1.25066
  27. Sihombing, Y. A. (2021). Pengaruh Kualitas Pelayanan, Kepuasan, Trust, Brand Equity, Hospital Image dan Komitmen terhadap Loyalitas Pasien Umum. Jurnal Ayurveda Medistra, 3(2), 1-11. doi:https://doi.org/10.51690/medistra-jurnal123.v3i2.42
  28. Sudibyo, A., & Keni. (2025). Peran Kualitas Layanan, Kepercayaan, dan Waktu Tunggu dalam Meningkatkan Kepuasan dan Loyalitas Pasien. Jurnal Manajemen Bisnis dan Kewirausahaan, 9(2), 195-208. doi:https://doi.org/10.24912/jmbk.v9i2.33892
  29. Sugiyono. (2018). Metode Penelitian Bisnis (Pendekatan Kuantitatif, Kualitatif dan R&D). Bandung: Alfabeta.
  30. Sun’an, M., Soleman, M. M., & Nurlaila, N. (2024). Tingkat Kepuasan Masyarakat dalam Pelayanan Kesehatan di Provinsi Maluku Utara: Studi Kasus RSUD. Chasan Boesoiri. Studi Ilmu Manajemen dan Organisasi, 5(2), 287-298. doi:https://doi.org/10.35912/simo.v5i2.3591
  31. Susanti, Reniati, & Warlina, L. (2025). Analysis of Service Quality on Consumer Satisfaction Data from the Central Statistics Agency of Belitung Regency. Global Academy of Multidisciplinary Studies, 1(3), 167-180. doi:https://doi.org/10.35912/gams.v1i3.3480
  32. Suyatmi, S., Latunreng, W., Yosepha, S. Y., & Arifin, A. L. (2024). Analisis Pengaruh Kompetensi, Kedisiplinan, dan Budaya Kerja Tenaga Kesehatan Terhadap Kepuasan Pasien Rawat Jalan di Rumah Sakit Umum Daerah Khidmat Sehat Afiat Kota Depok Provinsi Jawa Barat. Jurnal Penelitian Manajemen Terapan (PENATARAN), 9(1), 64-73.
  33. Tarigan, N. M. R., & Wasesa, S. (2020). The Influence of Organizational Culture on Increasing Employee Motivation in Sumut Bank of Sharia Unit, North Sumatera. Britain International of Humanities and Social Sciences (BIoHS) Journal, 2(2), 440-449. doi:https://doi.org/10.33258/biohs.v2i2.242
  34. Zhang, P., Zhang, H., & Wang, A. (2025). Research on the Impact of Hospital Organizational Behavior on Physicians' Patient-Centered Care. Archives of Public Health, 83(1), 1-11. doi:https://doi.org/10.1186/s13690-025-01620-5