Antonius, Junio and Krisnawati, Nila (2016) The Implementation of Marketing Strategies to Improve Performance in C Type Hospital: A Case Study of RSIA ST. Yusuf, Tanjung Priok. Bachelor thesis, Swiss German University.

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Abstract

The competition of hospitals services in Indonesia shows a significant increase. Hospital tend to survive in the competition era by creating strategies to have a competitive advantage, deliver value to the patients, and improve their performance. The central contention of this thesis is that the marketing mix strategies can improve the hospital performance and in turn they may be better applied to increase the quality of hospital services in Indonesia. This thesis aim to identify which areas of the marketing mix (8P‟s); product, price, place, promotion, people, process, physical evidence, productivity and quality are the most influential towards the performance of hospital and to determine suitable marketing and promotion strategies to increase the hospital performance, in this case, RSIA St. Yusuf, Tanjung Priok. The thesis research may contribute to improve the performance of RSIA St. Yusuf, Tanjung Priok and it is significant because of its implications for Indonesian health care industry and C type hospital. A quantitative approach, gathered manually from RSIA St. Yusuf, Tanjung Priok permanent and part-time employees as the respondent and a qualitative approach with the director of RSIA St. Yusuf, Tanjung Priok to conclude and recommend suitable marketing strategy for the hospital. As the results, the marketing strategies is simultaneously influence the performance of hospital.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Hospital Services; Marketing Mix Strategy; Hospital Performance; 8P’s.
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5410 Marketing R Medicine > RA Public aspects of medicine > RA960 Medical centers. Hospitals. Dispensaries. Clinics
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Atroridho Rizky
Date Deposited:	03 Nov 2020 12:54
Last Modified:	03 Nov 2020 12:54
URI:	http://repository.sgu.ac.id/id/eprint/1342

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