Peran Citra Rumah Sakit dalam Memperkuat Daya Saing dan Kepuasan Pasien

Abstract

This study aims to analyze the role of hospital image in strengthening competitiveness and patient satisfaction, as well as identifying the relationship between brand image, service quality, trust, satisfaction, and patient loyalty. The research method used was a Systematic Literature Review (SLR) with reference to the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA 2020) guidelines. A literature search was conducted through the PubMed/MEDLINE, Scopus, Google Scholar, and Garuda Portal databases, using Indonesian and English-language scientific articles relevant to the research topic. Data analysis was conducted through narrative synthesis and thematic grouping of previous research findings. The results indicate that hospital image plays a strategic role in shaping perceptions of service quality, increasing trust, and influencing patient decisions in choosing a hospital. Service quality, supported by the competence of healthcare personnel, the effectiveness of service processes, and the completeness of physical facilities, contributes to increased patient satisfaction. Furthermore, marketing communications and digital reputation management through social media, websites, and online reviews also strengthen hospital image and encourage patient loyalty. The study's conclusions indicate that hospital image is a strategic asset in building sustainable competitiveness. Image strengthening must be supported by consistent service quality, positive patient experiences, and integrated organizational reputation management to increase patient satisfaction and loyalty.

Keywords: Hospital Image, Competitiveness, Patient Satisfaction, Service Quality, Patient Loyalty