Background and Objectives: Nowadays, with the appearance of competitive environment, quality of services is important. The sector of health has a special status compared with other sectors of services. Patients determine the quality of services that are provided by hospitals which are regarded as large and complex service organizations within the health system. The aim of this study was to investigate the relationship between perceived service quality, perceived services value, patients’ satisfaction, word of mouth advertising and tendency to patients’ return.

Material and Methods: This study was a descriptive and functional and from aspect of results, is practical and was done by one cross-sectional and fieldwork. The sample of study of 135 health care receivers, who were referred at least once from Feiz eye clinic in Isfahan were selected by using Cochran formula and stratified with random sampling. The data collected with a questionnaire which its reliability and validity were confirmed. The collected data were analyzed with SPSS and Smart PLS2 software.

Results: The findings showed that all indices have acceptable load factor. Perceived service quality had a significant positive impact on perceived value (0.57) and patient satisfaction (0.28). Perceived value had a significant positive effect on patients’ satisfaction and patients’ return. Also, patients’ satisfaction had effect on word of mouth advertising and word of mouth advertising had effect on the patients’ return.

Conclusion: The results of the study indicated that perceived value and patients’ satisfaction meditate between the relationship of perceived service quality and patients’ return. In addition, the indirect effect of perceived value on patients’ return, with changeable mediation of patients’ satisfaction is more than direct effect. Also, among the variables, patients’ satisfaction had greatest effect on patients return.