Establishing Customer Loyalty in the Era of National Health Insurance (A Phenomenology Study)
Harjanti ; Chief: Dr. dr. Tita Hariyanti, MKes, Member: A. Zani Pitoyo, MKes., MMRS.
1Nusantara Inpatients Clinic
2Masters of Hospital Management Study Program
Medical Faculty of Universitas Brawijaya Malang
3Poltekkes Kemenkes of Malang
Abstract
The result of exploratory study based on unstructured observations has been performed on the Prolanis KRI Nusantara activity. Several phenomena are encountered by researchers when National Health Insurance (JKN) participants, who joined Prolanis, are administered in Advanced-Level Health Facility (FKTL) for their diseases. Upon selecting the referred hospitals for these JKN participants, patients who resides near “A” hospital prefers “B” hospital that is comparatively farther than their residence and vice versa. The referred JKN participants once moved to another hospital for their referral. The problem of this phenomena needs to be examined deeper to discover the reason behind the behavior. The purpose of this research is to establish customer loyalty in the era of JKN by exploring patients- experiences who are JKN participants in selecting hospital for medication referrals. The methods used in this study were by qualitative method with phenomenology approach. In-depth interview was carried out to six informants who were considered representative this study. The result of this study shows that they were both pleasant and unpleasant experiences during the informants- medication period. Pleasant experiences can establish customer loyalty towards hospitals. The conclusion is that patients will feel contented if hospitals provide good service. A continuous pleasant feeling will result in the satisfaction towards the hospital. Satisfaction will lead to loyalty to a certain service.
Keywords: experience, JKN participants, customer loyalty
Topic: Other Hospital Issue