The effect of service quality in private hospitals on patient loyalty and the moderating role of health literacy

The aim of the study is to determine the effect of service quality in private hospitals on patient loyalty and the moderating role of health literacy. In this direction, the effect of service quality perceived by health consumers who receive services from private hospitals on patient loyalty was examined and the moderator role of health literacy in this relationship was analyzed. The population of the study consists of health consumers living in Gaziantep, older than 18 years old, younger than 65 years old, literate and who have received service from a private hospital before. Convenience sampling method was used in the study and data were collected from 667 people by questionnaire method. The data were analyzed using statistical package programs and the test of the research hypotheses was analyzed with structural equation modeling. As a result of the analysis; it was determined that the service quality perceived by health consumers in private hospitals affects patient loyalty and health literacy has a moderating effect on the effect of service quality on patient loyalty. In addition, it was determined that physical characteristics, reliability and empathy, which are sub-dimensions of service quality, positively affect patient loyalty, while enthusiasm negatively affects patient loyalty and trust dimension does not affect patient loyalty.