Estiningsih, AgnesWahyu (2013) Pengaruh Customer Relationship Management terhadap Loyalitas Ibu Hamil pada Pelayanan Persalinan di RS. Hermina Tangkubanprahu Malang. Magister thesis, Universitas Brawijaya.
Abstract
Customer Relationship Management (CRM) adalah suatu strategi menjalin hubungan jangka panjang dengan pelanggan guna menciptakan loyalitas pelanggan. Pembentukan loyalitas pelanggan termasuk menciptakan nilai tambah ( value creation ) yang lebih besar. Strategi Customer Relationship Management (CRM) yang diterapkan di RS Hermina Tangkubanprahu Malang, terdiri dari: variabel petugas, proses dan teknologi. Tujuan penelitian ini adalah untuk untuk menguji pengaruh C ustomer Relationship Management (CRM) terhadap loyalitas pelanggan. Penelitian menggunakan design penelitian analitik observsi dengan cross sectional study . Respondennya adalah 42 ibu hamil yang ikut program CRM. Variabel CRM yang terdiri dari petugas, proses dan teknologi dan variabel loyalitas diukur dengan menggunakan kuesioner tertutup. Analisa data menggunakan regresi linear berganda dengan perangkat lunak SPSS 18. Hasil penelitian menunjukkan bahwa CRM mempunyai pengaruh terhadap loyalitas ibu hamil pada pelayanan persalinan. Variabel petugas, proses dan teknologi bersama-sama mempengaruhi loyalitas ibu hamil pada pelayanan persalinan di RS Hermina Tangkubanprahu Malang (R Square = 0,726, Adjusted R Square = 0,705, F = 33,599). Secara parsial variabel petugas, proses dan teknologi juga berpengaruh signifikan terhadap loyalitas ibu hamil pada pelayanan persalinan. Petugas merupakan faktor yang berpengaruh dominan.
English Abstract
Customer Relationship Management (CRM) is a strategy to develop customer loyality by long term relationship with customer. Development include creating bigger value creation. Customer Relationship Management strategy at RS Hermina Tangkubanprahu Malang consist of variables of people, process and technology. reseach goals are to test whe r re is influence of Customer Relationship Management (CRM) to customer loyality. research method was observasional analitic research with cross sectional study. respondents 42 pregnant mo r in CRM program. CRM variables consist of people, process and technology was colect with self administered quesionare . Data was analyzed with multiple linier regression and processing of data using SPSS 18 software. result showed that CRM affects pregnant mo r loyality of labor service. People, Process and Technology toge r influence pregnant mo r loyality of labor service in RS Hermina Tangkubanprahu Malang (R Square = 0,726, Adjusted R Square = 0,705, F = 33,599). Partially people, process and technology of customer relationship management influence significantly toward pregnant mo r loyality of labor service in RS Hermina Tangkubanprahu Malang. People is factor influence dominantly.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.812/EST/p/041308104 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | Profesi Kedokteran > Spesialis THT Kepala dan Leher, Fakultas Kedokteran |
| Depositing User: | Endro Setyobudi |
| Date Deposited: | 23 Sep 2013 17:07 |
| Last Modified: | 23 Sep 2013 17:07 |
| URI: | http://repository.ub.ac.id/id/eprint/159877 |
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