Investigating patient loyalty: An integrated framework for trust, subjective norm, image, and perceived risk (a case study in Depok, Indonesia)

PurposeThis research aims to investigate the simultaneous effect of trust, subjective norm, image and perceived risk on patient loyalty.Design/methodology/approachThis research used quantitative research methodology. The authors surveyed the patient of a healthcare service institution in Depok, Indonesia, and 163 of the institution patients participated in the survey. Multiple regressions analysis was performed to analyze the empirical data.FindingsThe findings showed that subjective norm and image have positive influence on patient loyalty. However, this research also found that trust and perceived risk do not have significant impact on patient loyalty.Research limitations/implicationsThe author(s) used convenience sampling method, and the sample only involved respondents from a healthcare service institution in Depok, Indonesia. Hence, the findings of this research may not be generalized to the other contexts. Therefore, we recommend further research to replicate this research to examine the stability of this research’s findings.Practical implicationsThe research results show that subjective norm and image affect the patient loyalty. Thus, the management of healthcare service institution should consider and manage all of these factors proactively.Originality/valueThis study is believed to be the first to develop and test patient loyalty model that includes trust, subjective norm, image, perceived risk and trust.