UNIVERSITAS AIRLANGGA



Detail Article

Administrasi dan Kebijakan Kesehatan

ISSN 1412-8853

Vol. 3 / No. 1 / Published : 2005-01

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Original Article :

Analysis on customers’ expectation and their basis in choosing hospitals in order to determine hospital’s market growth strategy (a study on the interceptive area of adi husada kapasari hospital)

Author :

  1. Sri Kustianingsih*1
  2. Widodo J. Pudjirahardjo*2
  1. Rumah Sakit Adi Husada Kapasari, Surabaya. Home : Jl.Jatisari Permai V/H-31 Sidoarjo 61226, Indonesia. Telp:(031) 8533413
  2. Bagian Administrasi Kesehatan Masyarakat FKM Universitas Airlangga, Jl. Mulyorejo Kampus C UNAIR, Surabaya, 60115, Indonesia

Abstract :

Increased number of hospitals means increased competitors which can lead to a decreased utilization rate for some hospitals. This condition also affects Adi Husada Kapasari Hospital (AHKH) where the low inpatient utilization was shown by 43% BOR (Bed Occupancy Rate) in the year of 1999, while the Barber Johnson standard was 75–95%. The purpose of this research was to analyze customers’ expectation and their basis in choosing a hospital in order to determine AHKH market growth strategy. This was a surveillance research using questionnaires as a tool to collect data and carried out from mid April until mid July 2000. The location of study was a radius of 5 km interceptive coverage of AHKH. The sample was taken from the community who lived at the interceptive area of AHKH and its competitors, amounting to 144 people from 9 different economic levels taken by a multistage random sampling method. The result of the study revealed that the overall respondents’ characteristics at the interceptive area of AHKH had no influence towards choosing hospitals; that two organizations in the same business can suffer different judgement from the customers; that the basis in choosing a hospital was unexpensive tariff, complete medicalequipments, close distance between hospital and customer’s house; that the basis of not choosing a hospital was the lesser service quality, the long service waiting-time, the low empathy of hospital’s nurses and personnel, the expensive tariff and nurse’s insufficient skill. The customers’ expectation of AHKH service quality was comprehensive health-service products, complete and up-to-date medical equipments with the newest technology, skillful medical personnel, prompt and courteous hospital staff/nurse/doctor, clean and unexpensive tariff and easily accessed by public transport. The conclusion showed that the - 5 km interceptive area of AHKH- market had not been optimally formed due to the fact that only 4.86% of the community chose AHKH.Based on Matrix Ansoff, the AHKH position was located on the area of “available product/service but the market was not formed “, or AHKH was on the market development area. A market growth strategy was then determined by opening a general satellite outpatient clinic and a specialist’s clinic, by offering health products to captive markets, by completing specialized up-to-date medical instruments and by improving medical and paramedical skills.

Keyword :

marketing strategy, Matrix Ansoff,


References :

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Soeja



Archive Article

Cover Media Content

Volume : 3 / No. : 1 / Pub. : 2005-01
  1. Marketing Efforts Of The Ambulatory Unit Of Taman Public Health Center Based On Analysis Of Characteristics And Buying Behavior Of The Community
  2. Formulating Marketing Efforts To Increase The Utilization Of Inpatient Ward Of Negara General Hospital Through Consumer’s Behaviour Factor Analysis
  3. A Marketing Strategy And Tactic To Increase Bor Of Puri Rahayu Main Ward Of Negara General Hospital In Jembrana Regency
  4. Marketing Effort To Minimize The Count Of “loss” Prescriptions At The Surabaya Hajj General Hospital Pharmacy
  5. Analysis On Customers’ Expectation And Their Basis In Choosing Hospitals In Order To Determine Hospital’s Market Growth Strategy (a Study On The Interceptive Area Of Adi Husada Kapasari Hospital)
  6. Cross-selling And Gainsharing Internal Marketing Of Oral And Dental Health Services Based On Organizational And Human Resources Analysis (a Case Study At Surabaya Medokan Ayu Public Health Center)

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