Enhancing Customer Loyalty in Digital Health Services: The Role of Business Model Innovation and Service Quality through Customer Satisfaction

Abstract

The rapid development of digital healthcare services has significantly transformed healthcare delivery systems and intensified competition among digital healthcare providers. Companies are therefore required to continuously innovate their business models and improve service quality in order to maintain customer satisfaction and strengthen customer loyalty. This study aims to analyze the influence of business model innovation and service quality on customer loyalty through customer satisfaction among users of the Halodoc application in Indonesia. This research employed a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected through questionnaires distributed to 93 respondents who had experience using the Halodoc application. The findings indicate that business model innovation has a positive and significant effect on customer satisfaction. Service quality also positively affects customer satisfaction. Furthermore, customer satisfaction demonstrates a strong positive influence on customer loyalty. However, business model innovation does not directly affect customer loyalty. The mediation analysis confirms that customer satisfaction mediates the relationship between business model innovation and customer loyalty, as well as the relationship between service quality and customer loyalty. These findings emphasize the strategic role of customer satisfaction in strengthening long-term customer loyalty within digital healthcare services. This study contributes to the development of digital healthcare marketing literature, particularly regarding the integration of innovation strategies and service quality in enhancing customer relationships.