| Summary: | In health care services, achieving high performance is at utmost importance as it relates to human life. In lieu to this, performance of the health care practices has to be measured. Measuring the performance of a health care practice has existed since 250 years ago. Until now, it is still significant; however the names and faces of the measures have changed. In Malaysia, the private medical clinics operate on profit bases, therefore it is important for the providers to monitor patients' satisfactions, loyalty and foremost is to establish image as the reputable service providers. On this ground, this paper aims to construct a conceptual framework that describes the relationship between service attributes that contribute patients' satisfaction, loyalty and their judgment on reputation. The relationship is mediate by a mediator (patients' health consciousness) and moderate by patients' category, i.e. type of payment. The subject of this paper focuses on the Private Medical Clinics that provide primary care services to the outpatients in eight districts of Johor State. The selection of the private medical clinics will use quota sampling from each district. The potential respondents are among the outpatients who visited the clinic to get primary care services from the resident physician. They have to answer a set a questionnaire and the data will be analyzed using SPSS and Structural Equation Modeling (SEM) - Smart- PLS. The expected finding from this paper is there are positive significant relationship between both, the independent and dependent variables, and the relationships are significantly mediated by the mediator, and moderated by type of the payment category.
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