Prediktor Niat Kunjungan Ulang Pasien Rawat Jalan: Menilai Peran Proses Bisnis di Tengah Keterbatasan Servicescape

Abstract

This study was prompted by a decline in the outpatient satisfaction index at a private hospital in Tangerang from 82% (2022) to 77% (2024), a trend suspected to be linked to poor servicescape quality and inefficiencies in the waiting area's business processes. The study aims to analyze the impact of the servicescape and waiting area business processes on revisit intention both directly and through patient experience within the framework of the Stimulus–Organism–Response (S–O–R) theory. A quantitative approach with a cross-sectional causal design was employed at the outpatient department of a private hospital in Tangerang. The study population consisted of outpatients who had visited at least once in the past 12 months; a sample of 190 respondents was recruited based on specific inclusion and exclusion criteria. Data analysis utilized descriptive statistics, the Three Box Method, and Structural Equation Modeling-Partial Least Squares (PLS-SEM) via SmartPLS 4. The results indicate that servicescape and patient experience fall into the high category, whereas waiting area business processes and revisit intention fall into the moderate category. Waiting area business processes proved to be the strongest determinant in shaping patient experience, followed by the servicescape. Patient experience acts as a mediator that reinforces the influence of these two variables on revisit intention. All proposed hypotheses were accepted, and the research model successfully explained more than half of the variance in patient experience and revisit intention. The hospital needs to maintain the quality of the physical environment, prioritize the simplification of service workflows, improve the smoothness of transitions between stages, and enhance information transparency and service integration to foster sustainable patient loyalty.