Investigating patient loyalty: An integrated framework for trust, subjective norm, image, and perceived risk (a case study in Depok, Indonesia)

Abstract

Purpose

This research aims to investigate the simultaneous effect of trust, subjective norm, image and perceived risk on patient loyalty.

Design/methodology/approach

This research used quantitative research methodology. The authors surveyed the patient of a healthcare service institution in Depok, Indonesia, and 163 of the institution patients participated in the survey. Multiple regressions analysis was performed to analyze the empirical data.

Findings

The findings showed that subjective norm and image have positive influence on patient loyalty. However, this research also found that trust and perceived risk do not have significant impact on patient loyalty.

Research limitations/implications

The author(s) used convenience sampling method, and the sample only involved respondents from a healthcare service institution in Depok, Indonesia. Hence, the findings of this research may not be generalized to the other contexts. Therefore, we recommend further research to replicate this research to examine the stability of this research’s findings.

Practical implications

The research results show that subjective norm and image affect the patient loyalty. Thus, the management of healthcare service institution should consider and manage all of these factors proactively.

Originality/value

This study is believed to be the first to develop and test patient loyalty model that includes trust, subjective norm, image, perceived risk and trust.

Citation

Yarmen, M., Sumaedi, S., Bakti, I.G.M.Y., Rakhmawati, T., Astrini, N.J. and Widianti, T. (2016), "Investigating patient loyalty: An integrated framework for trust, subjective norm, image, and perceived risk (a case study in Depok, Indonesia)", International Journal of Quality and Service Sciences, Vol. 8 No. 2, pp. 179-196. https://doi.org/10.1108/IJQSS-01-2015-0005