THE ANALYSIS OF DECLINE IN OUTPATIENT VISITS IN SURABAYA SURGICAL HOSPITAL FROM THE PERSPECTIVE OF AN INTERNAL BUSINESS PROCESS

Abstract

Patient visit is one of the hospital performance indicators. Several factors influence a decrease in patient visits to a hospital. This study identified factors that caused the decrease in outpatient visits to Surabaya Surgical Hospital from the perspective of internal business process. This study used a quantitative research method with a cross-sectional design and descriptive approach. This study employed a checklist sheet-based interview distributed to the units of health assurance, marketing, human resources, outpatients, and emergency room, while the questionnaire-based interview was conducted to 79 outpatients and 23 employees at Surabaya Surgical Hospital. The research variables included innovation development, operational process, and customer management processes (marketing). The results showed that only one variable had a less average value, i.e., the customer management processes variable (marketing) with a poor average value (2.49). Particularly, the indicators which had the lowest average score were promotion and communication because the promotions advertised by the hospitals were not distributed fairly to the society. In conclusion, the decrease in outpatient visits at Surabaya Surgical Hospital was due to the customer management processes (marketing), specifically the promotion and communication.