ANALISIS PENGARUH PEMBERIAN PERLAKUAN YANG BERBEDA-BEDA (PREFERENTIAL TREATMENT) TERHADAP ASPEK-ASPEK LOYALITAS PELANGGAN

Abstract

Islamic Hospital of Klaten is one of private hospitals in Klaten regency based religious approach. The growing of hospitals in Klaten regency causes high competition among it to fight customers over. Islamic Hospital of Klaten have implemented retention programs facing the competition but it can’t reach optimum results. Another main problem involved is decreasing of Islamic Hospital of Klaten’s revenue growth. This research related with Customer Relationship Management/CRM implementation and is done in hospital wards for class VIP, I, II, and III. The aim of this research is to analyze preferential treatment effects among different classes towards loyality aspects i.e relationship commitment, Word of Mouth, customer feedback, share of customer, and increased purchase. MANOVA and compare means in SPSS 13.00 for Windows program are used to data processing. Outcomes of this study show that there are relationships between class difference and the value of loyality aspects although there are some value of loyality aspects variabel less appropriate for the hypothesis . The outcomes can be used to get effective strategies for each class of hospital wards