Juhariah, Siti (2012) Pengalaman Pasien Dirawat Inap sebagai Upaya Perencanaan Bauran Pemasaran (Studi Fenomenologi di Rumah Sakit X Kabupaten Malang). Magister thesis, Universitas Brawijaya.
Abstract
Perilaku pasien dalam memilih rumah sakit dan pengalaman pasien dan keluarganya yang digali dengan baik akan menciptakan peluang bagi rumah sakit untuk membuat produk yang sesuai dengan kebutuhan pelanggan. Penelitian ini mengkaji pengalaman pasien selama dirawat dengan metode penelitian kualitatif dan pendekatan fenomenologi sehingga didapatkan struktur makna pengalaman pasien. Selama Tahun 2008 sampai 2010 telah bertambah jumlah rumah sakit swasta dari 7 buah menjadi 12 buah dengan penambahan 15 % tempat tidur. Sebaliknya terjadi pengurangan jumlah tidur pada satu rumah sakit swasta dalam rangka efisiensi. Jumlah informan 6 orang yang dirawat di kelas III,II,I dan VIP. Pemilihan rumah sakit X terjadi karena pengaruh pengetahuan pasien terhadap informasi dari komponen bauran pemasaran yang telah disosialisasikan oleh rumah sakit X ataupun pengaruh motivasi dari pasien sendiri. Komponen bauran pemasaran yang tampak sebagai alasan pasien memilih rumah sakit adalah faktor jarak ( place) , askes dan cara membayar ( price ), dokter ( people ), kecepatan ( process) , fasilitas dan kebersihan ( physical evidence ). Komponen lain alasan memilih rumah sakit adalah dan gengsi (harapan harga diri). Pertimbangan pengalaman pasien dirawat dalam pemilihan rumah sakit X adalah pengalaman dirawat pasien sendiri, keluarga terdekat, saudara dan teman.
English Abstract
Nowadays, marketing could affect every aspect of customer experience. Marketing people should manage every customer contact-point properly. By paying attention of patient`s and relatives needs, the planning process of mixed marketing that driven by customer could be reach. Well explored of customer`s behavior in choosing a hospital and customer`s experiences, were the hospital opportunity to make customer`s need oriented product. During 2008-2010 in Malang District, the number of non government hospital had increased from 7 to 20 with 15% bed expansion. Contrary, there were number of bed reducing at one non government hospitals for efficiency reason. This objective of this study is try to explore patient`s experiences during admission or hospitalized at hospital X. The method used is qualitative study and phenomenological approach to conduct a structure of patient`s and relative`s experiences value during hospitalization. There were 6 patients whom admitted at hospital X, class III, II, I and VIP room as responders. Factors influenced reason for choosing hospital X was information from the mixed marketing components socialized by hospital, or patient`s motivation themselves. Mixed marketing components shown in this study were place, price, people, process, physical evidence, as well as others components such as self motivation, wishes and dignity. The decision to choose a hospital X based on self experience, relatives- and colleges-experiences.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/362.11/JUH/p/041204285 |
| Subjects: | 300 Social sciences > 362 Social problems of and services to groups of people > 362.1 People with physical illnesses |
| Divisions: | S2/S3 > Magister Manajemen Rumah Sakit, Fakultas Kedokteran |
| Depositing User: | Endro Setyobudi |
| Date Deposited: | 08 Feb 2013 11:09 |
| Last Modified: | 08 Feb 2013 11:09 |
| URI: | http://repository.ub.ac.id/id/eprint/157099 |
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