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\begin{document}

\title{Determination of Factors Affecting Loyalty through Partial Least Squares
Structural Equation Modeling (PLS-SEM)}



\author[1]{SABAHATTİN TEKİNGÜNDÜZ}%
\author[1]{Melis Gün}%
\affil[1]{no affiliation}%


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  \date{March 13, 2024}


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\begin{abstract}
\textbf{Objective} Loyalty is important for hospitals because it not
only enhances the quality of care and outcomes for individual patients
but also contributes to the overall success, reputation, and
sustainability of the healthcare institution. Based on the Theory of
Planned Behavior developed by Icek Ajzen, this study aims to examine the
mediating role of social media usage and behavioral intention in the
impact of trust on loyalty. \textbf{Methods} Data were collected from
387 individuals through Web 2.0. The study was designed considering the
most recent hospital experience (public-private). Variables predicting
loyalty were identified using Partial Least Squares Structural Equation
Modeling. For the model, the SRMR value was calculated as 0.045, NFI
value as 0.872, and GoF value as 0.52, determining a good fit of the
model. \textbf{Results} The study revealed that the patient's trust
directly influences loyalty. Additionally, it was determined that social
media usage (excluding patient satisfaction) and behavioral intention
mediate between trust and loyalty. \textbf{Conclusion} In an
ever-changing healthcare landscape, loyalty is of significant importance
for enhancing the competitive edge and improving both the financial and
non-financial performance of hospitals. This study provides a model
highlighting the critical roles of trust, social media and behavioral
intention elevating loyalty.''%
\end{abstract}%



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\verb`Main text - new.docx`  available at \url{https://authorea.com/users/754775/articles/724599-determination-of-factors-affecting-loyalty-through-partial-least-squares-structural-equation-modeling-pls-sem}

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