UNIVERSITAS AIRLANGGA



Detail Article

Administrasi dan Kebijakan Kesehatan

ISSN 1412-8853

Vol. 5 / No. 2 / Published : 2007-05

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Original Article :

Diabetes member club of adi husada (dmc -ah) leverage analysis on theutilization of hospital service products (based on customer relationship marketing concept)

Author :

  1. A.K. Wisnu Baroto S. P*1
  2. Widodo J. Pudjirahardjo*2
  3. Hartono Tanto*3
  1. PT Prima Vista, Surabaya
  2. Fakultas Kesehatan Masyarakat, Universitas Airlangga, Surabaya
  3. Rumah Sakit Surabaya Internasional

Abstract :

At present, Customer Relationship Marketing as a strategy to improve customer satisfaction is a popular strategy. The research is beneficial for the development of Undaan Wetan Adi Husada Hospital (UW-AHH) due to the presence of Diabetes Member Club -Adi Husada (DMC -AH). The purpose of this research was to increase all of hospital service products utilization by the DMC -AH members DM patients based on Customer Relationship Marketing concept (CRM). This was a cross-sectional observational study. The sample was taken purposively and presented in a cross tabulation. This study was applied to DMC -AH members DM (Diabetes Mellitus) patients both those who utilize the Internal Diseases Clinic at Undaan Wetan AHH irregularly (67 samples) and all of the DMC -AH members DM patients who have used the health care services at Undaan Wetan AHH (71 samples), the hospital management, and the DMC -AH board-committee. The result of this study revealed that there were some factors influencing the utilization amount of the Internal Diseases Clinic at UW-AHH namely education, attitude, assessment on the hospital products and price, commitment, bonding, empathy and reciprocity; and the leverage of the hospital service products utilization were influenced by education, attitude, assessment on the hospital products and price, the condition of illness, needs, commitment, bonding, empathy and reciprocity. The existence of DMC -AH did not have any leverage on the utilization of the hospital service products.The important recommendation of this study is the application of CRM strategy based on four strategic steps, i.e. identify, differentiate, interact, and customize holistically in various CRM programs in order to increase the hospital service products utilization.

Keyword :

leverage, DMC -AH, hospital service products utilization,
CRM
,


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Archive Article

Cover Media Content

Volume : 5 / No. : 2 / Pub. : 2007-05
  1. Public Health Center’s State And Function In Improving Health Service Quality (experience Of Bangkalan Regency)
  2. Diabetes Member Club Of Adi Husada (dmc -ah) Leverage Analysis On Theutilization Of Hospital Service Products (based On Customer Relationship Marketing Concept)
  3. Endeavors Intended To Boost People’s Participation Through Posyandu Stakeholders’ Factor Analysis In The Working Area Of Denpasar Timur I Public Health Center, Denpasar City
  4. Effort To Increase The Organizational Performance Effectiveness Based On Organizational Culture (study At The Surabaya Hajj Hospital, Surabaya A.yani Islamic Hospital And Surabaya Al Irsyad Hospital)
  5. Quality Function Deployment (qfd)method As The Basis Of Service Quality Improvement Analysis Of The Surabaya Darus Syifa’ Islamic Hospital Inpatient Ward Department
  6. The Path Model Of Social Capital Influence On The Economic Value At Hospital Wards
  7. Efforts To Increase The Utilization Of Maternity Room At Dr. Wahidin Sudiro Husodo General Hospital In Mojokerto City A Study Of Cope (client Oriented Provider Efficient) Implementation On The Maternity In -patient And Out-patient Wards

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