Peran Customer Relationship Management dalam Meningkatkan Kualitas Pelayanan Kesehatan: Tinjauan Komprehensif

Josefus Kristoforus, Ernawaty Ernawaty, Lourenz Simon Huwae, Nilam Cahya Nafiah

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ABSTRACT

 

Healthcare organizations are currently under significant pressure to maintain high standards of medical care, particularly in Indonesia, where the healthcare system faces challenges, with an HAQ index of 61.98, below the global average of 68.894. As the healthcare industry grows increasingly competitive, effective CRM practices are essential to foster patient loyalty and improve service delivery. This research aims to investigate how CRM practices, including E-CRM and Social CRM, can transform traditional healthcare services into more patient-centric models, thereby enhancing patient satisfaction and loyalty. This literature review was done by collecting sources from Google Scholar, PubMed, Science Direct and Proquest using specific keywords. The selection of articles was based on inclusion and exclusion criteria, resulting in the identification of 15 relevant journals. The study highlights the crucial role of service quality and CRM in enhancing patient satisfaction by addressing patient needs, providing timely information, and improving communication. Successful CRM implementation can enhance medical treatment outcomes, operational efficiency, and revenue for healthcare facilities. Critical success factors for CRM adoption, including data security, system interactivity, and staff involvement, are identified. Integrating CRM practices in healthcare organizations is essential for strengthening patient relationships, improving service quality, and ensuring superior patient care delivery. Further research is needed to optimize CRM strategies in healthcare.

 

Keywords: CRM, Customer Relationship Management, Healthcare Environment.

 

 

ABSTRAK

 

Organisasi kesehatan saat ini tengah menghadapi tekanan besar untuk mempertahankan standar perawatan medis yang tinggi, terutama di Indonesia, di mana sistem kesehatan menghadapi tantangan, dengan indeks HAQ sebesar 61,98, di bawah rata-rata global sebesar 68,894. Seiring dengan persaingan di industri kesehatan yang semakin meningkat, praktik CRM yang efektif menjadi penting untuk meningkatkan loyalitas pasien dan meningkatkan pengiriman layanan. Penelitian ini bertujuan untuk menyelidiki bagaimana praktik CRM, termasuk E-CRM dan Social CRM, dapat mengubah layanan kesehatan tradisional menjadi model yang lebih berorientasi pada pasien, sehingga meningkatkan kepuasan dan loyalitas pasien. Tinjauan literatur ini dilakukan dengan mengumpulkan sumber dari Google Scholar, PubMed, Science Direct, dan Proquest menggunakan kata kunci tertentu. Pemilihan artikel didasarkan pada kriteria inklusi dan eksklusi, yang menghasilkan identifikasi 15 jurnal yang relevan. Studi ini menyoroti peran penting kualitas layanan dan CRM dalam meningkatkan kepuasan pasien dengan memenuhi kebutuhan pasien, menyediakan informasi tepat waktu, dan meningkatkan komunikasi. Implementasi CRM yang berhasil dapat meningkatkan hasil perawatan medis, efisiensi operasional, dan pendapatan untuk fasilitas kesehatan. Faktor keberhasilan kritis untuk adopsi CRM, termasuk keamanan data, interaktivitas sistem, dan keterlibatan staf, diidentifikasi. Mengintegrasikan praktik CRM dalam organisasi kesehatan penting untuk memperkuat hubungan dengan pasien, meningkatkan kualitas layanan, dan memastikan pengiriman perawatan pasien yang unggul. Penelitian lebih lanjut diperlukan untuk mengoptimalkan strategi CRM dalam layanan kesehatan.

 

Kata Kunci: CRM, Customer Relationship Management, Healthcare Environment.


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DOI: https://doi.org/10.33024/mahesa.v6i4.21678

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