Abstract
The health care service providers such as the hospitals are facing the challenges ofgaining customer loyalty. Health care service is a high involvement and high risk service.Therefore, brand trust can play an important role in influencing customer loyalty andword of mouth. This empirical research was conducted to find out the influence of servicequality on brand trust and word of mouth in a private hospital. The data were collectedusing a six-item Likert scale with closed questions. The dimensions of service qualityare reliability, assurance, tangibility, empathy, and responsiveness. Questionnaires weredistributed using stratified random sampling to 215 respondents who have had in-patientcare in a private hospital in Jakarta, St. Carolus Hospital. They were chosen because theywould have a more intensive interaction with the service provider and the facility duringtheir treatment. The sampling technique used is stratified random sampling method. Thedata were analyzed using the Structural Equation Modeling (LISREL). The result showedthat brand trust mediated the influence of service quality on word of mouth. The ability ofa hospital to build trust among its customers can influence its future performance throughpositive word of mouth.
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