The Role of Service Quality and Brand Image on Word of Mouth Through Patient Trust in Ozone Therapy Services at RS Utama Husada

Abstract

This study aims to analyze the effect of Service Quality and Brand Image on Word of Mouth through Patient Trust as an intervening variable in ozone therapy services at RS Utama Husada. This quantitative explanatory study involved 200 patients as respondents, with data collected through questionnaires and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with WarpPLS. The results showed that Service Quality and Brand Image positively and significantly influence Patient Trust and Word of Mouth. Patient Trust also has a significant effect on Word of Mouth and mediates the relationship between Service Quality, Brand Image, and Word of Mouth. These findings highlight that improving service quality, strengthening brand image, and maintaining patient trust are essential strategies to encourage positive patient recommendations for ozone therapy services.