UNIVERSITAS AIRLANGGA



Detail Article

Administrasi dan Kebijakan Kesehatan

ISSN 1412-8853

Vol. 5 / No. 3 / Published : 2008-12

Order : 6, and page :167 - 176

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Original Article :

Customer relationship marketing (crm) as an effort to improve the service quality of the inpatient unit of guluk-guluk public health center (iug-phc) in sumenep regency

Author :

  1. HUSNUL GHAIB*1
  2. NYOMAN ANITA DAMAYANTI*2
  3. SRI GUNAWAN*3
  1. Puskesmas Guluk-Guluk, Sumenep
  2. Fakultas Kesehatan Masyarakat, Universitas Airlangga, Surabaya
  3. Fakultas Ekonomi, Universitas Airlangga, Surabaya

Abstract :

The background of this research was the low utilization of the Inpatient Unit of Guluk-Guluk Public Health Center (IUG-PHC) in Sumenep Regency. The average Bed Occupancy Rate (BOR) was only 21.03% from the year 1999 until 2005. It is unfortunate considering this unit is the highest contributing revenue (30.17%) compared to other units at Guluk-Guluk PHC. The general purpose of this research was to design a Customer Relationship Marketing (CRM) as an effort to improve the service quality of the IUG-PHC in Sumenep Regency. This was an observational cross-sectional research conducted for one month in June 2006, at Guluk-Guluk PHC with 43 inpatients (actual customers) as respondents, 87 outpatients visiting the PHC Ambulatory Clinic (potential customers), 15 staff of the Inpatient Unit and of the management as well. The research instrument was questionnaires with open and close questions to delve into customer characteristics, buying behavior, customer need and satisfaction. The secondary data was taken by checklist from the PHC. The majority of customer who used the Inpatient Unit had complicated buying behavior (65.1 %), many customer’s need were not fulfilled, among others the laboratory service (97.7%) which influenced diagnosis accuracy (58.1%) and medical cure precision (58.6%). The need for dispensary (97,7%) and nutrition services (58.1 %) were not fulfilled either. The dissatisfaction occurred in all RATER dimension; in consecutive order: the gaps between expected and perceived service were Responsiveness, Assurance, Tangible, Empathy and Reliability dimensions with an average of 0.5, yet the management perception towards the IUG-PHC was exceeding customer’s expectation. Alas, the perception had not been able to be embedded into employee’s behavior to satisfy the customers. The research recommendation are: (1) to open an information access on the IUG-PHC profile, (2) to hold a customer meeting forum, (3) to build customer complaint center through customer service, (4) to build an image of positive experience in order to spread by-word-of-mouth, and (5) to use customer database to do post-buying relationship. Beside customer relationship, the management of the IUG-PHC has to fulfill customer need and expectation. For that purpose, it is necessary to (1) improve employee’s sensitivity towards customer expectation, (2) build employee’s commitment to provide service delivery according to customer expectation,and (3) design the Standard Operational Procedure (SOP) according to customer expectation.

Keyword :

Customer Relationship Marketing, service quality, inpatient unit
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References :

Wijono D.,(1999) Manajemen Mutu Pelayanan Kesehatan. Cetakan Pertama. Surabaya : Airlangga University Press





Archive Article

Cover Media Content

Volume : 5 / No. : 3 / Pub. : 2007-09
  1. Health Menpower As The Implementing Actors For Health Decentralization In Indonesia
  2. The Impact Of Presenter’s Communication Expertise On Patient’s Satisfaction Through Patient’s Role Clarity And Compliance At Surabaya Obesity Clinic “x”
  3. The Correlation Of Ward Chief’s Giving Direction And Command And Theperformance Of On-duty Nurses At Jember Dr. Subandi General Hospital In -patientwards 2007
  4. Drug Logistic Management Analysis In Sidoarjo Regency Public Health Centers
  5. Analysis On The Management Of Anti Tb Drugs (atd) In Lamongan Regency(a Basis To Overcome The Incidence Of Stagnant, Damaged And Expired Drugs)
  6. Customer Relationship Marketing (crm) As An Effort To Improve The Service Quality Of The Inpatient Unit Of Guluk-guluk Public Health Center (iug-phc) In Sumenep Regency
  7. Efforts To Increase The Quality Of Immunization Program Execution Based On Analysis Of Health Officer’s Characteristics And Immunization Programmanagement Function Implementation(case Study In Pamekasan Regency)
  8. Customer Value Improvement Effort To Increase The Visitation Rate At Pamekasan Regency Muslimat Nahdatul Ulama Polyclinic (grounded On Perceived Value And Consumers Expected Benefit Analysis)

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