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Purpose: The overarching purpose of this research encompasses a multifaceted examination aimed at understanding various factors influencing patient satisfaction and service marketing performance in private hospitals in Makassar. Specifically, the objectives are to explore the impact of service quality, customer relationship management (CRM), and image on patient satisfaction, as well as to analyze their influence on service marketing performance. Methods: Primary data for this study were collected through a survey conducted among 160 inpatients across four Type B private hospitals in Makassar. The survey was administered between April and June 2022. Data analysis was conducted using Structural Equation Modeling (SEM), a statistical technique utilized to examine complex relationships among variables. Results and Discussion: The findings of the research revealed several significant insights: (1) Service quality, CRM, and image each had a direct impact on patient satisfaction at private hospitals in Makassar. (2) Furthermore, patient satisfaction was found to significantly influence service marketing performance. (3) Additionally, the study identified indirect effects, such as the influence of service quality, CRM, and image on service marketing performance mediated through patient satisfaction. Implications of the Research: These findings hold important implications for private hospitals in Makassar. Understanding and enhancing service quality, CRM practices, and image perception can directly contribute to improving patient satisfaction, which in turn positively impacts service marketing performance. By recognizing and addressing these factors, hospitals can better align their strategies to meet patient needs and enhance overall performance. Originality/Value: This research contributes to the existing literature by providing comprehensive insights into the dynamics between service quality, CRM, image, patient satisfaction, and service marketing performance in the context of private hospitals in Makassar. The study's findings offer valuable guidance for hospital management in devising effective strategies to optimize patient satisfaction and enhance service marketing outcomes, ultimately improving overall organizational performance.
Mora et al. (Thu,) studied this question.