Indonesia Conference Directory

Competition in the world of hospital business is increasingly strict requiring hospitals to keep their customers coming and comfortable when going to their hospital. Hospitals must be able to understand customer behavior to find out what they want. Therefore, it is necessary to learn about the customers desires through their experience when getting service. One of the hospitals around Malang has decreased the number of outpatient visits from year to year. Hospitals that focus on geriatric services are hospitals that have not partnered with BPJS. Seeing this phenomenon, this study aims to reveal the meaning of patient experience when getting outpatient services at this hospital. This study took data by conducting in-depth interviews with 5 patients who visited the hospital. The method used is a qualitative research design with a phenomenological interpretation approach. Data was then analyzed using Interpretive Phenomenology Analysis (IPA). From the results of the analysis, it was found that the pleasant experience obtained by patients while getting services at the hospital can encourage patients decisions in choosing a hospital. Hospitality and speed of service provided by all hospital staff make patients happy and want to visit again. This shows the need for an experiential marketing in hospitals to be able to retain loyal customers and attract new customers.