The Role of Green Operational Practice and Electronic Customer Relationship Management in Improving Patient Satisfaction at Primary Health Care Facilities
Abstract
Purpose – The purpose of this study is to analyse the effect of Green Operational Practice (GOP) and Electronic Customer Relationship Management (E-CRM) on patient satisfaction at primary health care facilities, and to examine the moderating role of Green Social Influence (GSI) and Operations Green Social Behavior (OGSB).
Design/methodology/approach – This study adopts a quantitative approach with an explanatory design. Primary data were collected through a seven-point Likert questionnaire distributed to 150 patients of primary health care facilities. Data were analysed using Variance-Based Structural Equation Modelling with SmartPLS 4 through a disjoint two-stage approach, since GOP was modelled as a reflective higher-order construct represented by green building, eco-design, green supply chain, and green innovation.
Findings – GOP has a positive and significant effect on patient satisfaction (coefficient 0.165; T 2.193; P 0.028), and E-CRM has a positive and significant effect on patient satisfaction (coefficient 0.431; T 6.144; P 0.000). The model explains 63.3 percent of the variance in patient satisfaction (R Square 0.633). GSI does not moderate the effect of either GOP or E-CRM on patient satisfaction. OGSB also does not moderate the effect of GOP, but significantly strengthens the effect of E-CRM on patient satisfaction (coefficient 0.240; P 0.032).
Research limitations/implications – This study is limited by its cross-sectional design and its scope, which covers only one primary health care facility, so generalisation of the results should be made with caution. The findings imply that managers of primary health care facilities should prioritise strengthening responsive digital services while maintaining environmentally friendly operational practices as a foundation of service quality.
Originality/value – This study extends prior research, which has largely focused on hospitals, by examining the combined role of GOP, E-CRM, GSI, and OGSB in shaping patient satisfaction at primary health care facilities, a context that has received limited empirical attention, particularly in Indonesia.
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