Service and value are the two inseparable concepts in experiential service environment. Service personal value is a concept that is subjectively assessed from a consumer perspective, and is associated with service value, consumer satisfaction and loyalty. In this context, the purpose of this study was to examine the relationships between services personal values, service value, satisfaction, and loyalty. Data were collected from persons (996) receiving services from private hospitals and state hospitals using convenience sampling method. The scales of service personal values, service value, satisfaction and loyalty were adapted from literature. Confirmatory factor analysis (CFA) was used to investigate validity and reliability of the scales. Then, a structural equation model (SEM) was developed and tested using data with Lisrel 8.80 software. The results of the study indicate significant relationships between services personal values, service value, satisfaction, and loyalty. The results of the study have significant implications as to how well private hospital managers design strategies of health service, satisfaction, and loyalty.