Analizing The Influence of Factor of Customer Relationship Marketing Towards Multi Visit Patients Attitude to Build The Long Term Relationship With The Out Patient Unit Public Hospital of William Booth

Abstract

Hospital as service sector require to utilize the long term partner strategy because service sector continually need to build the long term relationship by customer. Even though there has been effort to create relationship building towards patient in the William Booth Hospital Semarang but the amount of hospital patient visitation has been decreased. The target of this research was to analyze the influence of factor of customer relationship marketing towards the multi visit patient attitude to build a long term relationship in the out patient unit in William Booth Hospital. This research was of explanatory research. Research method used by survey with the approach of cross sectional study or study split transversal. Population in this research was the amount of out patient in the year 2005 total 1.012 patients. The sample which was taken in this research was the out patient visitation unit and the number of service of 94 people. The bivariate analysis this research was correlation chi-square. The multivariate analysis in this research which was being analyzed was logistic regression. The result of the effect of multivariate analysis shows that the influence of the out patient unit and their responsiveness, the perception about the unit care service and the perception about the unit care service and the perception about the unit care service and the perception about caring the unit service, and the perception about depth of information transaction towards the out patient unit is to create a long term relationship. The result of multivariate analyzes does not create any influence towards the patients perception about credibility of the out patient unit service and the perception about the number of information transaction, the assurance of service in the out patient unit also with the reputation towards multi visit patient attitude to build the long term relationship with the out patient unit. The result of multivariate analysis indicates the same level result in logistic regression together with the control of patients loyalty. The multivariate analyses shows that the patient perception about responsiveness of the service create an most effect towards multi visit patient attitude to build a long term relationship with the result OR is 2,954. The patient who have less perception about responsiveness services creates a risk bigger 2,954 in creating less multi visit patient attitude to build a long term relationship compares with the patient who have a better perception about responsiveness service. Sumber Utama : www.mikm.undip.ac.id