Growing Demand for Better Healthcare Services
Healthcare expectations in Indonesia continue to rise as public awareness increases. Hospitals are no longer judged only by their medical facilities but also by how effectively they communicate, respond, and care for patients.
For BPJS Health participants, who represent a large portion of Indonesia’s population, hospitals serve as critical service providers. Regulations such as the Hospital Law and national service standards emphasize that hospitals must ensure patient safety, accessibility, and consistent service quality. In densely populated areas like Greater Tangerang, evaluating service performance becomes especially important.
Simple Approach: Surveying 400 Patients
The study uses a descriptive quantitative design involving 400 BPJS Health patients across Tangerang City, South Tangerang, and Tangerang Regency.
Researchers collected data through structured questionnaires and analyzed responses using descriptive statistics. The sampling method ensured that participants represented different regions and backgrounds, providing a reliable overview of patient perceptions.
Key Findings: Positive Perceptions Across All Areas
The results show that patients generally view hospital services positively across four key dimensions:
- Marketing mix (11P): Average score 4.10
- Service quality: Average score 4.10
- Patient satisfaction: Average score 4.08
- Patient trust: Average score 4.18
In percentage terms:
- Marketing mix: 82.73%
- Service quality: 84.78%
- Satisfaction: 83.18%
- Trust: 87.45%
These results indicate strong agreement among patients that hospitals are performing well. However, all scores remain below the ≥90% national minimum service standard, highlighting a clear performance gap.
What Hospitals Are Doing Well
The study identifies several strengths in hospital services:
- Accessibility and location: Hospitals are easy to reach and strategically located
- Professional staff: Medical personnel are considered competent and responsible
- Facilities: Hospitals provide adequate equipment and comfortable environments
- Patient trust: Patients show high confidence in hospital decisions and care
Patient trust emerges as the strongest dimension, reflecting confidence in hospital competence, ethics, and reliability.
Areas That Need Improvement
Despite overall positive results, several aspects require attention:
- Responsiveness: Faster service and quicker response to patient needs
- Communication: Clearer and more consistent information delivery
- Cost transparency: Better explanation of additional charges
- Promotion and education: More effective public communication and outreach
The research highlights that promotion and pricing elements receive relatively lower scores compared to other dimensions, indicating gaps in communication strategies.
Why These Findings Matter
This study has direct implications for improving healthcare services in Indonesia:
According to Aris Ariyanto of Universitas Pasundan, improving hospital services requires not only better facilities but also stronger patient-centered communication and consistent service delivery.
Linking Satisfaction and Trust
The study also confirms that service quality and marketing strategies directly influence patient satisfaction and trust. Patients who feel that services meet or exceed their expectations are more likely to:
- Return to the same hospital
- Follow medical recommendations
- Recommend the hospital to others
This aligns with widely accepted service and marketing theories, where satisfaction and trust are key drivers of long-term relationships between service providers and customers.
Author Profiles
- Aris Ariyanto – Lecturer in Marketing Management, Universitas Pasundan
- Jaja Suteja – Academic in management and business studies
- Undang Juju – Researcher in service and organizational studies
- Horas Djulius – Economist and academic researcher
- Popo Suryana – Lecturer in management and service quality
All authors specialize in marketing, service management, and consumer behavior, with a focus on healthcare systems and public services.
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