Changes in the global scenario of healthcare segment have influenced the organizational dynamics. The patients have more options of service providers, and regulatory agencies have demanded the maximization of service quality, improvement of performance indexes, and expansion of service offerings. The purpose of this study is to identify which variables affect client loyalty in relation to the services provided by medicals and dentals clinics, analyzing how these measures can be used to group patients to identify the variables that are decisive for such classification. So, this study evaluated loyalty of the patients through 21 indicators. Data multivariate analysis was used to identify latent factors, to verify how customers could be classified and to identify the most relevant variables. Two latent factors were identified; three clusters by grouping them into loyalty levels and eight indicators. The determinants of satisfaction, brand value, affective commitment, loyalty intent and perceived value were the most relevant for classification. This study contributes to the analysis of the influence of determinants on loyalty intentions. The classification function can be used in health segments to predict patient behavior, and can guide managers in adapting important factors to patient loyalty.

医疗保健领域全球情景的变化影响了组织动态。患者有更多的服务提供者选择，监管机构要求最大限度地提高服务质量、提高绩效指标和扩大服务范围。本研究的目的是确定哪些变量会影响与医疗和牙科诊所提供的服务相关的客户忠诚度，分析如何使用这些措施对患者进行分组，以确定对此类分类起决定性作用的变量。因此，本研究通过 21 个指标来评估患者的忠诚度。数据多变量分析用于识别潜在因素，验证如何对客户进行分类并识别最相关的变量。确定了两个潜在因素；通过将它们分为忠诚度级别和八个指标来划分三个集群。满意度、品牌价值、情感承诺、忠诚意图和感知价值的决定因素与分类最相关。本研究有助于分析决定因素对忠诚意图的影响。分类功能可用于健康领域预测患者行为，并指导管理者根据患者忠诚度调整重要因素。