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

Endah Arum Satyani (), Julius Jilbert and Tri Wahyudi
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Endah Arum Satyani: Hasanuddin University
Julius Jilbert: Hasanuddin University
Tri Wahyudi: Pelamonia Institute of Health Science

A chapter in Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025), 2026, pp 1614-1631 from Springer

Abstract: 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

Keywords: Customer Relationship Management; Service Marketing Mix; Outpatient Loyalty; Patient Loyalty Drivers; Healthcare Marketing (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-709-5_113

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