The Influence of Customer Relationship Management on Outpatient Loyalty at Pelamonia Hospital, Makassar

DOI

10.2991/978-94-6239-709-5_113How to use a DOI?

Keywords

Customer Relationship Management; Service Marketing Mix; Outpatient Loyalty; Patient Loyalty Drivers; Healthcare Marketing

Abstract

Patient loyalty is one of the core things that hospitals must strive for. This is because increasing patient loyalty can provide long-term benefits. In 2022 it will be 99,413 while in 2023 there will be a drastic decline where the number of outpatient visits will only be 78,989 the decrease in the number of outpatient visits a problem that cannot be left alone by the hospital. The condition of the result number of outpatients can result in reduced income hospital. The primary objective of this study is to examine the relationship between Customer Relationship Management (CRM) and outpatient loyalty at Hospital TK II Pelamonia Makassar. Methodologically, the research adopts a quantitative design with a cross-sectional approach, involving a population of 8,284 individuals and a sample of 382 respondents. Data were analyzed using the chi-square test. Results and discussion: in the research indicators continuity marketing, one-to-one, partnering program, technology, people, process, and knowledge and insight are related to outpatient loyalty with a chi-square value of 0.000 < 0.05. Based on these results, it is recommended that the hospital strengthen its customer relationship management and service strategies, as organizational success highly depends on the quality of care provided to build and maintain patient loyalty.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Endah Arum Satyani
AU  - Julius Jilbert
AU  - Tri Wahyudi
PY  - 2026
DA  - 2026/06/20
TI  - The Influence of Customer Relationship Management on Outpatient Loyalty at Pelamonia Hospital, Makassar
BT  - Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)
PB  - Atlantis Press
SP  - 1614
EP  - 1631
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-709-5_113
DO  - 10.2991/978-94-6239-709-5_113
ID  - Satyani2026
ER  -