ANALISIS KEPUASAN PELANGGAN DENGAN METODE SERVQUAL DI RUMAH SAKIT CONDONG CATUR YOGYAKARTA

Background: Hospital has become a rapidly-growing industry in Indonesia. One of the strategy in winning the competition in the industry is to explore the needs and expectation of customers by measuring customer satisfaction, which could be used as basis for the planning of service quality improvement. Objective: To measure customer satisfaction by analyzing the gaps between the customer and the provider based on dimensions of service quality using SERVQUAL method. Methods: The research used a Cross Sectional Survey design Study subjects consisted of 9 managers, 100 front-line employees and 200 patients in Condong Catur Hospital (RSCC) Yogyakarta. The research used the total population for managers and front-line employees, whereas for patients, probabilistic sampling, a proportionate sampling was used. This research used questionnaire adopted from the concept of service quality research Parasuraman, et al. (1990), which includes questionnaire for patients, employees and managers, based on the five dimensions of SERVQUAL (Tangibles, Reliability, Responsiveness, Assurance, Empathy). The questionnaire applied a seven-point scale, where the more negative the gap is, the worse the gap, which represents bad customer satisfaction. Gap 1-4 also took into account the antecedents of Gap 1-4, which are factors that influence the occurrence of these gaps, which also affects the occurence of Gap 5. Results and Discussion: The analysis of the five gaps using SERVQUAL method showed that customer satisfaction in RSCC is low, represented by the negative value. Calculation of Gap 5 produced an unweighted score of -1.05, and a weighted score of -0.21, with the biggest gap in the dimension of reliability (-0.23). This indicates patient expectations are greater than reality, where the quality of the services received is low and patient dissatisfaction arises. Gap 1 also showed a negative score (-0.15), means that managers can�t understand the customer expectations, where Gap 1 problem is about inadequate upward communication. Gap 2 showed that manager can�t build a standart quality services for contact personnel to do their job. The problem is about inadequate management�s commitment to service quality. Gap 3 showed that contact personnel can�t do their job based on the standart, because there is poor technology-job fit. Gap 4 showed the big external communication within the contact personnel and the customer so that the customer didn�t receive the satisfied services. The problem showed that there is inadequate horizontal communication. Conclusions and Recommendations: The overall customer satisfaction in RSCC is low. RSCC should improve the quality of service according to the gap in order to increase customer satisfaction