MANAJEMEN KELUHAN PELANGGAN RUMAH SAKIT DARI SEGI PUBLIC RELATIONS (Studi Kasus Komparatif Penerapan Manajemen Keluhan Pelanggan Rumah Sakit dari Segi Public Relations di RSUP Dr. Sardjito dan Jogja I

HARYATI LESTARININGSIH, I Gusti Ngurah Putra

2010 | Skripsi | Ilmu Komunikasi

Healthcare institutions such as hospitals nowadays are no longer become merely social and humanity institutions but have developed into profit-oriented institutions. In any profit-oriented institutions, customers become the most important part because no corporation will develop without customers. The changes in healthcare are signed by the increasing of health cost and the developing of medical technology. Unfortunately, the changes in healthcare commonly unbalanced with the service provided. There are still many unsatisfying services, discriminations and medical errors. The customers who are unsatisfied with the services will complain. Since the complaints in hospital are critical, they should be well managed and organized. Patients are unique class of consumers because no one wants to be the hospital’s customers. When they come to have the medical care of their diseases, actually they are in abnormal conditions physically as well as psychologically. They worry about the risks of death, the cost to spend and the time needed for the cure of their diseases. If their expectations have not been met by the services, they will easily get anger and the first reaction is complaining. Every healthcare institution needs to have a comprehensive complaints management to respond customer’s complaints. Complaints will result either positive or negative impacts to the hospitals depend on how they manage them. If the complaints are not well managed, they will bring negative publicities that endanger the hospital existence. But in the contrary, if they are well managed, they allows hospital to obtain customer’s feedback and data. Customer information is used to make process improvements, increase customer satisfaction and loyalty and increase profit. From the public relations perspective, well-planned customer complaint handling is a part of customer relations. In this point, public relations should have significant role in handling complaint. This research aims to find out the implementation of customers complaint management in two types of hospitals. First the state hospital represented by RSUP Dr. Sardjito and the private one represented by Jogja International Hospital. Furthermore this research aims to perform the comparison between the complaint management of two hospitals alongside with the company’s views against complaint, complaint categories, the follow-up of the complaint as well as the benefits of good customer’s complaint handling. Keywords : hospitals, public relations, complaint, complaint

Kata Kunci : Humas; Manajemen RS