Relationship marketing di RS Ludira Husada Tama Yogyakarta :: Suatu kajian persepsi pelanggan

ZANUBIA, Ilfia, Drs. John Suprihanto, MIM

2001 | Tesis | S2 Kesehatan Masyarakat

Persaingan yang sangat ketat di dalam industri jasa kesehatan telah mendorong rumahsakit untuk mcnjalin hubungan jangka panjang dcngan pelanggannya melalui relationship markefing. Penelitian ini bertujuan mengkaji persepsi pelanggan mengenai implementasi relationship marketing di Rumah Sakit Ludira Husada Tama Yogyakarta meliputi input, memahami harapan pelanggan, kemitraan dengan pelanggan, manajemen kualitas total dan pemberdayaan karyawan, output relationship marketing terdiri dari kepuasan pelanggan, loyalitas pelanggan, kualitas pelayanan dan kenaikan profitabilitas serta customer feedback. Model ini mengacu pada proses efektif relationship marketing oleh Evans and Laskin (cit. Haruna, 1997) Subyek penelitian terdiri dari 112 respon adalah pelanggan yang telah minimal dua kali menggunakan layanan rumahsakit. Dilakukan diskusi kelompok terarah dan guna mengidentifikasi item-item penyusun kuesioner. Dari hasil uji validitas dan reliabilitas diperoleh hasil bahwa 11 dari 67 item kuesioner menunjukkan konsistensi internal yang rendah dan dianggap gugur. Persepsi pelanggan terhadap input relationship marketing yang terdiri dari 7 dimensi memahami harapan pelanggan, 7 dimensi kemitraaan dengan pelanggan, 7 dimensi manajemen kualitas total, serta 9 dimensi pemberdayaan karyawan, menunjukkan persepsi yang positif. Persepsi pelanggan terhadap output relationship marketing yang terdiri dari 8 dimensi kepuasan pelanggan, 5 dimensi loyalitas pelanggan, 7 dimensi kualitas pelayanan, serta 7 dimensi kenaikan profitabilitas, menunjukkan persepsi yang positif. Persepsi pelanggan mengenai feedback adalah positif ditandai dengan kesediaan memberi umpan balik. Selanjutnyafeedback dikategorikan menjadi 13 kelompok besar aspek pelayanan. Hasil penelitian menunjukkan bahwa kepuasan pelanggan memiliki hubungan yang bermakna dengan kepuasan pelanggan, loyalitas pelanggan, kualitas pelayanan dan kenaikan profitabilitas dengan koefisien korelasi masingmasing sebesar 0.587, 0.482, 0.644 dan 0.497. Kemitraan dengan pelanggan memiliki hubungan yang bermakna dengan kepuasan pelanggan, loyalitas pelanggan, kualitas pelayanan dan kenaikan profitabilitas dengan koefisien korelasi masing-masing sebesar 0.646, 0.509, 0.685, dan 0.467. Manajemen kualitas total memiliki hubungan yang bermakna kepuasan pelanggan, loyalitas pelanggan, kualitas pelayanan dan kenaikan profitabilitas dengan koefisien korelasi masingmasing sebesar 0.577, 0.486, 0.490, dan 0.471. Sedangkan pemberdayaan karyawan memiliki hubungan yang bermakna dengan kepuasan pelanggan, loyalitas pelanggan, kualitas pelayanan dan kenaikan profitabilitas dengan koefisien korelasi masing-masing sebesar 0.723, 0. 657, 0.789, dan 0.612. Sedangkan keseluruhan input relationship marketing secara bersama-sama memiliki hubungan yang bermakna dengan kepuasan pelanggan, loyalitas pelanggan, kualitas pelayanan dan kenaikan profitabilitas dengan koefisien korelasi masing-masing sebesar 0.769,0.675,0.824d,a n 0.643

The increased competition in the service industries has driven hospital into seeking long-term relationship with their customers through relationship marketing. The purpose of this study was to examine customer's perception on the implementation of relationship marketing in Ludira Husada Tama Hospital, with inputs of understanding customer expectations, building service partnership, total quality management and employee empowerment, its outcomes of customer satisfaction, customer loyalty, service quality, and increased profitability, and customer feedback. These are indicated in the effective relationship marketing model by Evans and Laskin (cit. Haruna, 1997). The subject were 112 customer who had been used the hospital services at least twice on inpatient service and any of its outpatient services. Focused group discussions were held to identify the predictor questionnaire items. Eleven of the sixty seven items showed low internal consistency and were dropped from the questionnaire. The customer perception of relationship marketing inputs consist of 7 dimensions for understanding customer expectation, 7 dimensions for building service partnership, 7 dimensions for total quality management, and 9 for employee empowerment efforts. While the outputs consist of 8 dimensions for customer satisfaction, 5 for its loyalty, 7 dimensions for service quality, and 6 dimensions for increased profitability. All of the perception were positive. The feedback stage was indicated positively with the customer's willingness to give feedback. Finally respondent feedbacks were categorized into 1 3 groups. The result of the study showed that customer perception of the understanding customer expectation had a significant correlation with customer satisfaction, customer loyalty, service quality, and increased profitability. The correlation coefficients were 0.587, 0.482, 0.644, and 0.497 respectively. The company building of service partnership had a significant correlation with customer satisfaction, customer loyalty, service quality, and increased profitability. Its respective coefficients of correlation were 0.646, 0.509, 0.685, and 0.467. The perception of the total quality management efforts showed a significant correlation with customer satisfaction, customer loyalty, service quality, and increased profitability as well. Its coefficients of correlation were 0.577, 0.486, 0.490, and 0.471 respectively. Meanwhile the employee empowerment had a correlation with customer satisfaction, customer loyalty, hospital service quality, and increased profitability significantly. Their respective coefficients of correlation were 0.723, 0.657, 0.789, and 0.612. The inputs of the relationship marketing simultaneously had the highest significant correlation with customer satisfaction, customer loyalty, the service quality and increased profitability. Their respective coefficients were 0.769,0.675,0.824a,n d 0.643.

Kata Kunci : Manajemen Rumah Sakit, Relationship Marketing, relationship marketing (input, output, and customer feedback), customer 's perception.