STRATEGI SWITCHING BARRIERS UNTUK LOYALITAS PASIEN RAWAT INAP RUMAH SAKIT MUHAMMADIYAH SURABAYA
ABSTRACT: Switching barriers
are one of the customer
retention strategy in
suppressing customers retention
rate. This study was
conducted to analyze
the effect of
switching barriers and
promotion effects on
patient loyalty in hospitalized installation
of RS Muhammadiyah
Surabaya. This was
an analytical study
using the observational method and cross sectional
design. Data obtained by distributing questionnaires into 77 patients in the inpatient ward of
Muhammadiyah Surabaya Hospital.
The results showed
that promotion effects
highly created attractiveness, willingness
purchase, and purchase
behavior. Meanwhile it
could not create
the perceived acquisition value.
Respondents' assessment of
switching barriers such
as interpersonal relationship
was considered very good, perceived switching cost was considered very high, and the
attractiveness of alternatives considered was very low. Most of patients had
enough loyalty and most of them have the affective loyalty and the advocator
loyalty. Conclusions can be drawn from this research that there was no effect
between the promotion effects on switching barriers. The research showed that no effect of the
promotion effects and switching barriers on patient loyalty, but aspects of
interpersonal relationship was unsignificant. So in developing customer
retention strategies in order
to improve patient
loyalty, hospital needs
emphasize the promotion
effects and switching barriers.
Penulis: Budi Eko Siswoyo,
Stefanus Supriyanto
Kode Jurnal: jpkedokterandd130177
