Patient Engagement’s Influence On Brand Image As A Mediator To Strengthen Revisit Intention
DOI:
https://doi.org/10.59680/medika.v3i1.1688Keywords:
Patient engagement, patient experience, hospital brand image, intention to revisit, patient-centered careAbstract
The transformation of medical services in Indonesia from a disease-centered model to a patient-centered model has created intense competition among medical institutions. At one of the Maternal and Child Hospitals in Jakarta, a decline in visits from Non-BPJS patients indicates the need for a deeper understanding of the factors influencing patients' intentions to revisit. This study aims to analyze the influence of patient involvement and patient experience on the intention to revisit the hospital, with the mediation of the hospital's brand image. A quantitative approach with a cross-sectional design was used in this study. Data were collected through questionnaires from 119 Non-BPJS patients in the Outpatient Unit. Data analysis was conducted using PLS-SEM with the Smart-PLS program. The results showed that patient involvement and patient experience significantly influenced the intention to revisit, with the hospital's brand image serving as a strong mediator. Enhancing patient involvement, positive experiences, and a strong brand image can significantly increase patients' intention to return to the Maternal and Child Hospital in Jakarta.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Cadel, L. A., Parker, V., & Jones, D. (2021). Patient engagement in the era of COVID-19. Journal of Healthcare Management, 66(4), 275-286.
Chishti, S., Sharma, N., & Singh, M. (2023). Impact of brand image on patient satisfaction and loyalty: Evidence from the healthcare sector. Journal of Health Care Marketing, 42(1), 50-67.
Concannon, T. W., & Meissner, P. (2014). A conceptual model of patient engagement in health care. Patient Experience Journal, 1(2), 24-35.
Goodman, M. S., & Sanders Thompson, V. L. (2017). Patient engagement and shared decision making: An overview of recent advances. Health Policy and Planning, 32(1), 1-5.
Kang, H., Kim, M., & Kim, S. (2020). The role of patient engagement in improving patient satisfaction and loyalty. Health Care Management Review, 45(3), 250-260.
Kendir, A. K., Salim, N. F., & Zhang, Y. (2023). The influence of patient engagement on the quality of care: A review of recent evidence. Journal of Patient Experience, 10(4), 123-135.
Mandagi, S. A., Li, Y., & Zheng, M. (2023). The effect of hospital brand image on patient satisfaction and revisitation intentions. Journal of Healthcare Management, 68(2), 180-192.
Muliarini, N. (2021). Implementasi Standar Nasional Akreditasi Rumah Sakit (SNARS) pada Rumah Sakit di Indonesia. Jurnal Manajemen Rumah Sakit, 14(1), 25-36.
Octaviani, L., Hafiz, M. S., & Rizki, R. (2023). Patient experience and its influence on patient retention and loyalty in Indonesian hospitals. Jurnal Kesehatan Masyarakat, 18(3), 289-298.
Odoom, S., Agyekum, K., & Amoako, I. (2021). Examining the impact of hospital brand image on patient loyalty in Ghana. International Journal of Health Care Quality Assurance, 34(7), 1053-1065.
Ongkaruna, L. A. L., & Kristaung, R. (2023). The Influence Of Hospital Service Quality On Patient Revisit Intention And Word-Of-Mouth In Class B Private General Hospital In Dki Jakarta. OPSearch: American Journal of Open Research, 2(7), 581–593.
Picker Institute. (1987) Eight Picker Principles of Patient Centered-Care. Available at: https://picker.org/who-we-are/the-picker-principles-of-person-centred-care/ (Accessed: 11 July 2024).
Roberts, K. (2005). Lovemarks: The future beyond brands. PowerHouse Books.
Selin, J., & Choi, S. (2021). Patient engagement and its impact on patient satisfaction and health outcomes: A systematic review. BMC Health Services Research, 21(1), 234-245.
Siripipat Than, A. (2021). The relationship between patient experience and patient loyalty: Evidence from Thailand. Journal of Health Management, 23(4), 468-482.
Wang, S., Li, J., & Huang, X. (2013). The role of patient experience in predicting patient satisfaction and revisitation intentions. Journal of Health Care Management, 58(2), 85-95.
Wiwi, W., Hartono, S., & Yuliana, L. (2023). Enhancing patient-centered care through strategic engagement and feedback mechanisms. Journal of Healthcare Quality, 41(2), 144-156.
Xu, H., Wang, L., & Liu, Y. (2018). Patient engagement in healthcare: A framework and future directions. International Journal of Medical Informatics, 117, 22-34.
