The Influence of Service Quality and Marketing Mix on Satisfaction and Outpatient Loyalty at XYZ Type C Hospital in Makassar

Issues in healthcare services are frequently linked to the level of patient satisfaction. This study aims to examine the effect of service quality and the marketing mix on patient satisfaction and loyalty among outpatients at XYZ Type C Hospital in Makassar. Service quality was measured through tangibility, reliability, responsiveness, assurance, and empathy. The marketing mix included product, price, promotion, place, physical evidence, process, and people. Data were collected from 64 respondents using a Likert scale questionnaire and analyzed using multiple linear regression (SPSS) and Sobel mediation testing. The results show that service quality positively and significantly affects satisfaction (β = 0.750; p < 0.001) and loyalty (β = 0.559; p < 0.001). Marketing mix also positively and significantly affects satisfaction (β = 0.774; p < 0.001) and loyalty (β = 0.557; p < 0.001). Satisfaction has the most dominant effect on loyalty (β = 0.842; p < 0.001) and mediates the influence of service quality and marketing mix on loyalty (Sobel Z = 7.21 and 7.55). Therefore, this study extends services marketing theory in the healthcare sector by empirically validating a mediation model in the context of a Type C private hospital in Indonesia.