Efforts to Increase Interest in Using Company Guaranteed Patients by Approaching Customer Relations Management

Introduction: Customer relationship management (CRM) is a strategy hospitals can use to realize patient-centered care. The study was based on the low interest in inpatient visits by company guarantees, where only 11.4% of employees used inpatient facilities at Ciputra Mitra Hospital (CMH). This study aimed to develop an effort to increase inpatient visits by company guarantees at CMH Banjarmasin. Methods: This study was conducted on 95 respondents from company customers. Of the 95 customers, they are divided into actual customers, namely those who have used inpatient services, as many as 58 people and potential customers who have not utilized as many as 37 people. The data is processed by classifying some between actual and potential customers and processed descriptively from several variables, including Satisfaction, Interact and Loyalty. Results: This study informs that the low interest in visiting is strongly influenced by customer knowledge regarding the company's cooperation with hospitals and services following customer needs. The actual customer differentiation is mostly just first-timers and repeat customers, while the rest are prospects who have not taken advantage of the services at CMH. The interaction of the hospital with partner company customers at CMH influences satisfaction with a significance of <0.001, while the resulting patient satisfaction influences loyalty with a significance of <0.001, thereby increasing customer loyalty. Conclusion: Based on this study, most customers were prospective customers who had never used inpatient services. The service experience felt by customers is the same as other customers, while customer loyalty to CMH is higher than customer loyalty to other hospitals.