Upaya Peningkatan Kunjungan Poliklinik Rawat Jalan Berdasarkan Analisis Brand Image dan Customer Value

• Main Authors: Tika Indiraswari, Nyoman Anita Damayanti
• Format: Article PeerReviewed
• Language: English; English; English
• Published: Fakultas Kesehatan Masyarakat Universitas Airlangga 2012
• Subjects: R Medicine; RA960-1000.5 Medical centers. Hospitals. Dispensaries. Clinics
• Online Access: http://repository.unair.ac.id/92699/3/24%20download-fullpapers-akk766eebbaedfull.pdf; http://repository.unair.ac.id/92699/1/24%20Upaya%20Peningkatan%20Kunjungan%20Poliklinik%20Rawat%20Jalan%20Berdasarkan%20Analisis%20Brand%20Image%20dan%20Customer%20Value.pdf; http://repository.unair.ac.id/92699/2/KARYA%20ILMIAH%2024.pdf; http://repository.unair.ac.id/92699/; http://journal.unair.ac.id/download-fullpapers-akk766eebbaedfull.pdf
• Institution: Universitas Airlangga

Quantity of actual respondent was 87 persons and potential respondent is 87 persons. Actual respondent are the medical patients who have been doing services at Clinics in RSI Siti Aisyah Madiun. Potential respondent are the family or deliverer of patient who never got the services at Clinics in RSI Siti Aisyah Madiun. The objective of this study is to arrange a recommendation improving the number of patient visits in outpatient polyclinics RSI Siti Aisyah Madiun based on brand image and customer value analysis. The result of this study showed that Brand Image component for potential respondent as Types of Brand Association in adequate category, it mean need to make improvement, Favorability of Brand Association is the professionalism of the doctor (66.67%), Strength of Brand Association is the professionalism of the medical staff (43.68%), dan Uniqueness of Brand Association is the medical staff informed the detail of services (42.53%). As the result for actual respodent as Types of Brand Association in adequate category, it mean need to make improvement, Favorability of Brand Association is the professionalism of the doctor (72.41%), Strength of Brand Association is the professionalism of the medical staff (47.13%) and Uniqueness of Brand Association is the medical staff informed the detail of services (44.83%). The result for Customer Value, Customer Satisfaction, and Customer Loyalty showed in adequate category, it mean need to make improvement. Recommendation of the effort for RSI Siti Aisyah management based on is to improving the velocity and quality of services, in this case by organize some skill training, publish the schedule of the doctor, integration of SIM RSI Siti Aisyah for Polyclinics information, adding directory boards.