Analysis Of The Relationship Between Customer Relationship Management And Inpatient Loyalty At Royal Prima Hospital Medan
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Abstract
The increasing competition among hospitals demands that every healthcare institution not only focuses on the quality of its services but also on its ability to build and maintain long-term relationships with patients. In this context, patient loyalty becomes a strategic indicator determining the hospital’s sustainability. However, challenges such as declining patient return rates, complaints about service quality, and limited use of information technology to support Customer Relationship Management (CRM) systems persist. Therefore, this study is essential for analyzing the factors influencing patient loyalty through the CRM approach, particularly from the perspectives of people (human resources), process (service processes), and technology (information technology). This study employed a quantitative method with a cross-sectional design. The sample consisted of 100 inpatient respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using the Chi-Square test for bivariate analysis and multiple logistic regression for multivariate analysis. The results showed a significant relationship between the people (p = 0.000), process (p = 0.000), and technology (p = 0.000) factors and inpatient loyalty. The multivariate analysis revealed that the three factors simultaneously had a significant relationship with patient loyalty (p = 0.000), with the most dominant factor being people (human resources), as indicated by the highest t-value of 4.365. In conclusion, the better the quality of human resources, service processes, and information technology implemented in the hospital, the higher the level of inpatient loyalty. It is recommended that hospital management continuously improve healthcare workers' competencies through training, optimize service flow for greater efficiency, and enhance the use of information technology to support faster, more accurate services.