The Influence of Digital Service Quality on Patient Satisfaction and Patient Loyalty: The Moderating Role of Digital Literacy in Regional General Hospitals
Keywords:
Digital Service Quality, Patient Satisfaction, Patient Loyalty, Digital Literacy, Regional Hospital.Abstract
This study aims to analyze the influence of Digital Service Quality on Patient Satisfaction and Patient Loyalty, test the mediating role of Patient Satisfaction, and analyze the moderating role of Digital Literacy in the relationship between variables in the context of digital healthcare services. The study used a quantitative approach with a survey design, with data collected through questionnaires from 205 patients who had used digital services at a regional general hospital in North Halmahera in the last six months. A purposive sampling technique was applied, and data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test models involving direct relationships, mediation, and moderation. The results of the analysis showed that Digital Service Quality had a positive and significant effect on Patient Satisfaction (β = 0.378; p = 0.015) and Patient Loyalty (β = 0.371; p = 0.000). Patient Satisfaction also significantly influences Patient Loyalty (β = 0.333; p = 0.000) and partially mediates the relationship between Digital Service Quality and Patient Loyalty (β = 0.126; p = 0.038), confirming its role as an important mechanism in translating digital service experiences into loyal behavioral intentions. Digital Literacy does not moderate the effect of Digital Service Quality on Patient Satisfaction (β = −0.031; p = 0.242), but is proven to significantly strengthen the effect of Digital Service Quality on Patient Loyalty (β = 0.289; p = 0.004). The results of the Importance Performance Map Analysis (IPMA) identified Digital Service Quality as the most crucial strategic factor in increasing Patient Loyalty, although its performance level is relatively suboptimal. These findings emphasize the importance of continuous improvement of Digital Service Quality and strengthening patient digital literacy as a key strategy in building patient loyalty in regional hospitals.
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