Switching Barriers Strategy In Improving Patients Loyalty Of Inpatient Muhammadiyah Surabaya Hospital

Stefanus Supriyanto • Budi Eko Siswoyo
Journal article Jurnal Administrasi Kesehatan Indonesia • 2013

Unduh teks lengkap
(Bahasa Indonesia, 8 pages)

Abstrak

Switching barriers are one of the customer retention strategy in suppressing customers retention rate. This study was conducted to analyze the effect of switching barriers and promotion effects on patient loyalty in hospitalized installation of RS Muhammadiyah Surabaya. This was an analytical study using the observational method and cross sectional design. Data obtained by distributing questionnaires into 77 patients in the inpatient ward of Muhammadiyah Surabaya Hospital. The results showed that promotion effects highly created attractiveness, willingness purchase, and purchase behavior. Meanwhile it could not create the perceived acquisition value. Respondents assessment of switching barriers such as interpersonal relationship was considered very good, perceived switching cost was considered very high, and the attractiveness of alternatives considered was very low. Most of patients had enough loyalty and most of them have the affective loyalty and the advocator loyalty. Conclusions can be drawn from this research that there was no effect between the promotion effects on switching barriers. The research showed that no effect of the promotion effects and switching barriers on patient loyalty, but aspects of interpersonal relationship was unsignificant. So in developing customer retention strategies in order to improve patient loyalty, hospital needs emphasize the promotion effects and switching barriers.Keyword : switching barriers, promotion effects, customer loyalty

Metrik

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Jurnal

Jurnal Administrasi Kesehatan Indonesia

Journal Administrasi Kesehatan Indonesia diterbitkan oleh Departemen Administrasi dan Kebijakan K... tampilkan semua