The Influence Of Physical Evidence, People And Process As Elements Of Marketing Mix On Patient Satisfaction

Management, Healthcare Management, Marketing

Within the framework of healthcare management, patient satisfaction assumes a central role as a critical indicator of service excellence, necessitating comprehensive examinations of the interplay between physical evidence, personnel, and processes within the context of the marketing mix. This current research study is focused on delving into the intricacies of the Haemodialysis Unit at the Cicalengka Regional Hospital, situated in the Bandung Regency. By employing a meticulously crafted combination of the descriptive verification method and the analytical power of multiple regression analysis, a comprehensive questionnaire was disseminated among a specific cohort of 50 patients availing services from the hemodialysis unit during the month of June 2023. The ensuing results underscore the profound impact of the triad of process, personnel, and physical evidence on patient satisfaction. Notably, the process element emerged as the most potent driver, wielding an influential impact at 32.8%, closely followed by the personnel component at 10.2%, and the physical evidence factor at 6.75%. Cumulatively, these elements collectively contribute to a substantial 90.5% of patient satisfaction, highlighting their indispensable role in the continuous pursuit of elevated standards of service provision within the healthcare domain.

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