Analisis loyalitas pasien rawat inap di Rumah Sakit Restu Ibu Balikpapan

KUNTHY, Felitiana Maria Hanggani, Drs. Teguh Budiarto, MIM

2006 | Tesis | S2 Ilmu Kesehatan Masyarakat (Manajemen Rumah Saki

Latar belakang: Rumah Sakit Restu Ibu Balikpapan adalah rumah sakit tipe C dengan kapasitas 90 tempat tidur, pada Januari 2006 menjadi 140 tempat tidur. Bed Occupational Rate (BOR) selama 5 tahun berkisar 61% sampai 67% rumah sakit ini swasta murni, biaya operasional mutlak dari pemasukan pasien, sehingga kedudukan konsumen adalah vital dan merupakan pendapatan dari rumah sakit. Rumah Sakit Restu Ibu harus berorientasi pada pasar. Tujuan penelitian mengukur faktor kualitas jasa yaitu: tangibility, responsiveness, reliability, courtesy, security dan personal attention yang mempengaruhi kepuasan pasien. Menganalisis faktor pendukung loyalitas yang meliputi kepuasan pelanggan dan switching cost. Metode: Metode jenis penelitian observation research dan survey research pendekatan case study. Populasi pasien rawat inap, kelas I,II dan Utama. Sampling dengan purposive sampling metode . Penelitian tahap 1 variabel independen yaitu kualitas jasa, meliputi dimensi tangibility, responsiveness, reliability, security, courtesy dan personal attention. Variabel dependen kepuasan pelanggan. Penelitian tahap 2 variabel independen switching cost dan kepuasan pasien , variabel dependen Loyalitas pelanggan. Hasil: Penelitian tahap 1 didapatkan hasil koefisien korelasi 0,756 hal ini menunjukkan bahwa kualitas jasa (X) berhubungan kuat dengan kepuasan pasien(Y). Persamaan regresi yang didapat: Y=0,482+0,045X1+0,285X2+0,115X3+0,044X4+0,128X5-0,163X6. Sedangkan nilai koefisien determinasi (R2) 0,572 hal ini menjelaskan bahwa secara simultan kualitas jasa berpengaruh 57,2% terhadap kepuasan pelanggan, didapatkan variable responsiveness mempunyai pengaruh paling dominant . Nilai F hitung 20.738, signifikansi F 0,000 kepercayaan 95%, F tabel D.F.(6,93) 2,25. Tahap 2 didapatkan hasil koefisien korelasi 0,754 hal ini menunjukkan bahwa kepuasan pelanggan dan switching cost (X) berhubungan kuat dengan loyalitas pelanggan (Y). Persamaan regresi yang didapat : Y=4,047+1,448X1+0,667X2. Sedangkan nilai koefisien determinasi (R2) 0,569 hal ini menjelaskan bahwa secara simultan kepuasan pelanggan dan switching cost berpengaruh 56,9% terhadap loyalitas, variable kepuasan pelanggan lebih dominant . Nilai F hitung 63,933, signifikansi F 0,000 kepercayaan 95%, F tabel D.F.(2,97) 3,15. Kesimpulan: Kualitas jasa rumah sakit mempengaruhi kepuasan pasien. Kepuasan pasien dan switching cost secara bersama-sama mempengaruhi loyalitas pelanggan rumah sakit.

Background: Restu Ibu Hospital of Balikpapan is a hospital of type C with 90 bed capacity, but since January 2006 it has 140 beds. Bed Occupation Rate during the last 5 years is about 61% - 67%. It is a private hospital with operational cost supported entirely from revenue obtained from patients. Restu Ibu Hospital has to be market oriented. Objective: To assess factors of service quality, i.e: tangibility, responsiveness, reliability, courtesy, security, and personal attention which affect patient satisfaction and analyze factors supporting loyalty, i.e. customer satisfaction and switching cost. Method: The study used observation and survey method with case study approach. Population consisted of inpatients of class I, II and premier. Samples were purposively taken. Study phase I consisted of 1 independent variable i, e. quality of service comprising dimensions of tangibility, responsiveness, reliability, security, courtesy and personal attention and dependent variable of customer satisfaction. Study phase II consisted of 2 independent variables of switching cost and patient satisfaction and dependent variable of customer loyalty. Result: The result of study phase I showed correlation coefficient as much as 0.756. This meant that quality of service (X) had very significant relationship with patient satisfaction (Y). Regression equivalent showed Y=0.482 + 0.285X2 + 0.115X3 + 0.044X4 + 0.128X5 – 0.163X6, whereas determinant coefficient (R2) =0.572. This implied that quality of service simultaneously affected as much as 57.2% to customer satisfaction and variable of resposniveness had the most dominant effect. Value of F calculation was 20,783, F significance was 0.000, reliability 95% and F table D.F (6.93) 2.25. Study phase II indicated the result of correlation coefficient was 0.754 which meant that both customer satisfaction and switching cost (X) had very significant relationship with customer loyalty (Y). Regression equivalent showed Y=4.047 + 1.448X1 + 0.667X2, whereas determinant coefficient (R2)= 0.569, meaning that customer satisfaction and switching cost simultaneuously affected as much as 56.9% to loyalty, more dominant in customer satisfaction. Value of F calculation was 63.933, F significance was 0.000, reliability 95% and F table D.F.(2.97) 3.15. Conclusion: Quality of hospital service affected patient satisfaction. Switching cost and patient satisfaction simultaneously affected loyalty of hospital customers.

Kata Kunci : Pemasaran Rumah Sakit,Perilaku konsumen,Loyalitas, service quality, customer satisfaction, switching cost, loyalty