Research


STRATEGI PUBLIC RELATIONS OFFICER DALAM MENINGKATKAN KUALITAS PELAYANAN DI RUMAH SAKIT ADI HUSADA UNDAAN WETAN SURABAYA

By DISTY AULIYA RAHMI | NIM: 2021013 | Skripsi | S-1 Administrasi Rumah Sakit 2024

Penelitian ini dilatarbelakangi dengan aktivitas Public Relations dalam rumah sakit sangat penting dilakukan pada era seperti sekarang ini, dan penelitian ini bertujuan untuk mengetahui faktor pendukung dan faktor penghambat strategi Public Relations Officer dan mengetahui strategi Public Relations Officer yang digunakan untuk meningkatkan kualitas pelayanan di Rumah Sakit Adi Husada Undaan Wetan Surabaya. Jenis penelitian menggunakan jenis deskriptif kualitatif. Sumber data yang diperoleh peneliti menggunakan metode observasi, wawancara dan dokumentasi. Hasil penelitian menunjukkan bahwa strategi Public Relations Officer Rumah Sakit Adi Husada Undaan Wetan Surabaya sudah sesuai dengan teori yang dipaparkan oleh peneliti, yaitu strategy of publicity, strategy of persuation, strategy of argumentation, strategy of image. Dengan cara memberikan perhatian dan peduli kepada keluhan atau komplain pelanggan, sering mengadakan baksos, memanfaatkan teknologi dan media sosial secara optimal untuk menjangkau dan berkomunikasi dengan pihak eksternal maupun internal. Adapun faktor pendukungnya yaitu dapat menjalin hubungan baik dengan pihak internal maupun eksternal serta adanya pengantar media yang digunakan. Faktor penghambatnya yaitu adanya pesaing antar pelayanan kesehatan lainnya, adanya pasien warga negara asing yang tidak bisa berbahasa Indonesia. Dalam meningkatkan kualitas pelayanan Rumah Sakit Adi Husada Undaan Wetan Surabaya menggunakan indikator reliability, assurance, tangibles, emphaty, responsiveness. Pelayanan keluhan dan informasi pelanggan cukup memuaskan, bisa dibuktikan dengan hasil survey kepuasan dan Google Review pelanggan serta sikap karyawan selalu berpenampilan rapi, sopan dan cepat dalam merespon pelanggan. Kata Kunci : Strategi Public Relations Officer, Kualitas Pelayanan This research is motivated by the fact that Public Relations activities in hospital are very important in this era, and this research aims to find out the supporting factors and inhibiting factors for Public Relations Officer strategies and find out the Public Relations Officer strategies used to improve the quality of service at Adi Husada Undaan Wetan Surabaya Hospital. This type of research uses a qualitative descriptive type. The data sources obtained by researchers used observation, interviews and documentation methods. The results of the research show that the Public Relations Officer strategy at Adi Husada Undaan Wetan Surabaya Hospital is in accordance with the theory presented by researchers, namely strategy of publicity, strategy of persuasion, strategy of argumentation, strategy of image. By paying attention and caring to customer complaints or complaints, frequently holding social services, making optimal use of technology and social media to reach and communicate with external and internal parties. The supporting factors are being able to establish good relationships with internal and external parties as well as an introduction to the media used. The inhibiting factors are the existence of competitors between other health services, the presence of foreign national patients who cannot speak Indonesian. In improving the quality of service at the Adi Husada Undaan Wetan Surabaya Hospital, the indicators of reliability, assurance, tangibles, empathy and responsiveness are used. The customer complaint and information service is quite satisfactory, which can be proven by the results of customer satisfaction surveys and Google Reviews as well as the attitude of employees who are always neat, polite and quick in responding to customers. Keywords : Strategy Public Relations Officer, Service Quality
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