Hubungan Electronic Customer Relationship Management (E-Crm) Terhadap Loyalitas Pasien Di Rumah Sakit: Tinjauan Pustaka
DOI:
https://doi.org/10.25126/jtiik.2023106698Abstrak
Era digital 5.0 membawa dampak besar bagi sektor layanan kesehatan. Meningkatnya kompetisi antar rumah sakit menjadi salah satu alasan perlunya inovasi strategi pemasaran untuk menjaga loyalitas pasien rumah sakit sebagai konsumen. Salah satu strategi yang dapat mempengaruhi loyalitas pasien rumah sakit adalah penggunaan Electronic Customer Relationship Management (e-CRM). E-CRM adalah Customer Relationship Management (CRM) yang dibuat secara elektronik menggunakan web browser, internet dan media elektronik lain seperti call center, email, dan personalisasi yang menjadi salah satu cara untuk melakukan pendekatan dengan pasien dengan salah satu tujuannya yaitu meningkatnya loyalitas pasien. Penelitian ini bertujuan untuk mengkaji hubungan e-CRM terhadap loyalitas pasien di rumah sakit. Penelitian ini merupakan penelitian kualitatif yaitu berupa studi literatur menggunakan sumber data artikel penelitian, prosiding, systematic review yang terbit tahun 2017-2022 dari mesin pencari Google Scholar dan Pubmed. Metodologi dalam penelitian ini diadaptasi dari kerangka tinjauan pustaka oleh vom Brocke yang diawali dengan mendefinisikan ruang lingkup tinjauan dan diikuti dengan konseptualisasi topik kemudian diikuti dengan pencarian literatur, analisis literatur, dan agenda penelitian yang berisi pertanyaan-pertanyaan yang lebih mendalam untuk penelitian masa depan. Dari 1.691 jurnal nasional dan jurnal internasional yang diidentifikasi, terdapat 53 jurnal yang relevan dengan aplikasi e-CRM, kemudian didapatkan delapan jurnal yang masuk dalam penelitian ini. Berdasarkan studi literatur yang dilakukan didapatkan hasil bahwa E-CRM sebagai strategi untuk menjaga hubungan rumah sakit dan pasien dipengaruhi oleh beberapa faktor seperti faktor organisasi, sarana, serta lingkungan. Aplikasi strategi e-CRM juga mempengaruhi kelangsungan aktivitas rumah sakit melalui peningkatan loyalitas dan retensi pasien. Selain itu faktor keberhasilan penerapan E-CRM sebagai alat untuk menjaga dan meningkatkan loyalitas pasien adalah faktor manusia, diharapkan petugas medis memiliki sikap melayani yang baik, sopan, adil dan humanis.
Abstract
The digital era 5.0 has had a major impact on the healthcare sector. Increased competition between hospitals is one of the reasons for the need for marketing strategy innovation to maintain the loyalty of hospital patients as consumers. One strategy that can affect the loyalty of hospital patients is the use of Electronic Customer Relationship Management (e-CRM). E-CRM is a Customer Relationship Management (CRM) that is made electronically using a web browser, internet and other electronic media such as call centers, email, and personalization which is one way to approach patients with one of the goals, namely increasing patient loyalty. This study aims to examine the relationship of e-CRM to patient loyalty in hospitals. This research is a qualitative research in the form of a literature study using data sources of research articles, proceedings, systematic reviews published in 2017-2022 from search engines Google Scholar and Pubmed. The methodology in this study was adapted from the framework of the literature review by vom Brocke which begins with defining the scope of the review and is followed by topic conceptualization then followed by a literature search, literature analysis, and a research agenda containing more in-depth questions for future research. Of the 1,691 national and international journals identified, there were 53 journals that were relevant to e-CRM applications, and eight journals were included in this study. Based on the literature study conducted, it was found that E-CRM as a strategy to maintain hospital-patient relationships was influenced by several factors such as organizational factors, facilities, and the environment. The application of e-CRM strategy also affects the continuity of hospital activities by increasing patient loyalty and retention. In addition, the success factor in implementing E-CRM as a tool to maintain and improve patients is the human factor, it is expected that medical officers have a good, polite, fair and humanistic service attitude.
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Referensi
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