DETERMINANT OF LOYALTY OF EXECUTIVE CLASS PATIENTS AT AMBULATORY SERVICES AT SILOAM HOSPITALS TB SIMATUPANG DURING COVID-19 PANDEMICS

Business competition in the health industry is getting tighter, especially since COVID-19 pandemic has significantly decreased patient visits. This study aims to determine determinants of executive loyalty at Siloam Hospitals TB Simatupang outpatient installation during era. research quantitative with an observational design. The population consisted 520 patients a sample 84 instruments using questionnaire. results stated that most respondents were loyal services clinic, NPS 50%. Customer satisfaction, service quality, perceived value, trust, hospital brand image, and commitment positively affect loyalty. Specifically, variable direct influence on OCB indirectly Commitment (0.865) influential Furthermore, variables customer satisfaction (0.541), trust (0.484), quality (0.425), (0.249), image (0.107) respectively also have degree