Tujuan penelitian ini untuk menguji dan menganalisis pengaruh dari dimensi overall perceived service quality dengan perspektif technical dan functional quality terhadap patient satisfaction serta dampaknya pada behavioral intention dengan moderator jenis kelamin dan cultural value. Pengujian model penelitian hasil modifikasi dari penelitian terdahulu dilakukan dengan data dari pelayanan traditional Chinese medicine (TCM) di klinik. Metode dalam penelitian ini adalah kuantitatif survey dan cross sectional. Data responden diambil pada tahun 2023 secara purposive sampling dengan kuesioner dari individu yang pernah menerima pelayanan di griya sehat XYZ. Terdapat 128 sampel yang memenuhi syarat dan dianalisis dengan PLS-SEM dengan hierarchical component analysis (high order construct). Hasil penelitian menujukkan dimensi overall perceived service quality yaitu, technical quality, procedural quality, interactional quality, infrastructural quality, dan personnel quality mempunyai pengaruh positif yang signifikan (p-value<0,05) terhadap patient satisfaction dan behavioral intention. Patient satisfaction mempunyai pengaruh positif yang signifikan terhadap behavioral intention dan memediasi pengaruh overall perceived service quality terhadap behavioral intention. Jenis kelamin dan cultural value mempunyai peran pemoderasi yang memperkuat pengaruh overall perceived service quality terhadap patient satisfaction dan behavioral intention. Implikasi manajerial yang penitian ini dapat berikan bagi pengembangan pelayanan TCM di klinik diantaranya dengan melakukan pemantauan kepuasan pasien secara berkala dan perlunya meningkatkan kualitas penyedia layanan kesehatan pada griya sehat. / The purpose of this study was to examine and analyze the effect of overall perceived service quality dimensions with technical and functional quality approaches on patient satisfaction and its impact on behavioral intention moderated by cultural value and sex. The research model was modified from previous studies and empirically tested with data from traditional Chinese medicine services at private clinics. The method in this research is a quantitative survey and cross-sectional approach. Respondent data were taken in 2023 by purposive sampling with a questionnaire for individuals who had received traditional Chinese medicine services at Griya Sehat XYZ. There were 128 samples that met the requirements and were analyzed by PLS-SEM with hierarchical component analysis (high-order construct). The results showed that overall perceived service quality dimensions which is technical quality, procedural quality, interactional quality, infrastructural quality, and personnel quality were proven to have a significant positive effect on patient satisfaction and behavioral intention. Patient satisfaction has a significant effect on behavioral intention and mediates the relationship between overall perceived service quality and behavioral intention Another finding in this study are sex and cultural value was found significant in moderating the relationship between overall perceived service quality, patient satisfaction, and behavioral intention. Managerial implications can be drawn from this study for the development of traditional Chinese medicine services in clinics, such as patient satisfaction needs to be measured routinely and personnel quality needs to be improved to raise patient satisfaction.