ANALISIS EFEKTIVITAS CRM DAN KUALITAS PELAYANAN TERHADAP KEPUASAN DAN LOYALITAS PASIEN RAWAT INAP DI RS AWAL BROS PANAM

Abstract

The purpose of this study is to analyze the effectiveness of CRM and
service quality toward inpatient satisfaction and loyalty of Awal Bros Panam
Hospital. Data collection technique used questionnaires distributed to patients
who had been treated 2 times or more in Awal Bros Panam Hospital. Data were
analyzed using path analysis technique. Based on the results of data processing
can be concluded that; 1) The loyalty inpatient were spurious loyalty, it’s mean
that consumer influenced subjective norm that is difficult to choose other hospital,
situational factor needed handling patient condition as soon as possible. 2) The
more effectives of CRM implemented would be improves patient satisfaction.
Application of CRM could be more effective if the RS given small gift for patients
those gradually recovering his condition. 3) The higher of service quality would
be improves patient satisfaction. The quality of service has needs to be improved
on personal attention aspect of medical personnel to reduce the anxiety of
patients, the majority of women aged ≥ 51 years during the treatment period. 4)
The more effectives of CRM that has been implemented can improve patient
loyalty. Patient loyalty can increase if hospital management is able to implement
CRM more effectively so that patients are proud and believe in the service of
medical personnel. 5) The higher the quality of service can increase patient
loyalty. The medical personnel have shown a professional understanding and
attitude, but still lacking in personal attention. 6) The more effective CRM that is
implemented can improve patient satisfaction and loyalty. Patients considered
CRM to be effective enough in fulfilling patient satisfaction in procedural care,
but the expectation of the patient would want the hospital's appreciation for
patients whose condition is recovering. 7) The higher quality of service can
improve patient satisfaction and loyalty. The most effective quality of service is a
clear transparency of information and risks during the treatment. This means that
patients feel satisfied because they feel handled by medical personnel who work in
a professional manner that helped increase loyalties.