Antecedents of Patient Loyalty: Exploring Mediating and Moderating Paradigms in Public Hospitals

Purpose: Countries around the world acknowledge the vital role of effective healthcare services in fostering economic, social, and human development. Consequently, many are striving to enhance their medical facilities. This study specifically examines public hospitals in Pakistan and aims to create a framework for evaluating patient loyalty. Methods: Responses from 650 patients were collected using a random sampling technique. The gathered data were analyzed using the Statistical Program for Social Sciences (SPSS) and Analysis of Moment Structures (AMOS). Results: The analysis revealed significant relationships among administrative procedures, service effectiveness, patient satisfaction, and loyalty. Additionally, the study identified patient satisfaction and administrative procedures as mediators between service effectiveness and patient loyalty. It also investigated the moderating roles of participative leadership and brand image in shaping administrative procedures, patient satisfaction, and patient loyalty. Conclusion: These findings offer valuable insights for healthcare authorities in formulating strategies to improve service delivery in public hospitals. Addressing existing deficiencies and enhancing healthcare systems is essential to fostering patient loyalty in these environments.