Abstract: Improved quality of services driven by organizational citizenship behavior (OCB) automatically will improve patient satisfaction and create patient loyalty. High loyalty will lead to changes in market share and profit for the company which provides service. The objective of this study is to examine the role of OCB in improving service quality, patient satisfaction and patient loyalty. Survey is carried out to women who have delivered in Maternity Hospitals in Denpasar, as many as 160 people. This study uses a quantitative approach with SEM analysis techniques. The results showed that OCB behaviors can indeed improve the service quality significantly; nevertheless OCB has not been able to directly and significantly improve patient loyalty. Other than that, service quality and patient satisfaction are perfectly capable in mediating the effect of OCB on patient loyalty. The practical implication of this study is that the Maternity Hospitals in the future should necessarily prioritize in improving the service quality and patient satisfaction to achieve patient loyalty.
Keywords: OCB, service quality, patient