Analysis of Patient Experience at Private Hospitals in the Island Areas of Ambon City as A Basis for Developing Marketing Strategies

Abstract

Private hospitals in archipelagic regions—specifically Ambon City face challenges regarding limited access and resources, as well as healthcare service competition that necessitates marketing strategies grounded in quality and patient experience. Research mapping patient experience in private hospitals within archipelagic regions remains limited; thus, baseline data is required to develop contextual and sustainable marketing strategies. Objective to analyze factors associated with patient experience, specifically human resources (people), service processes (process), and facilities/infrastructure (physical evidence). A quantitative descriptive-analytic study using a cross-sectional design. The sample consisted of 150 patients who served as respondents and completed a Likert-scale questionnaire. The questionnaire employed a 1–5 Likert scale, with response options tailored to the specific statements, ranging from the lowest to the highest rating. Prior to primary data collection, the instrument underwent validity and reliability testing. Item validity was assessed using Corrected Item-Total Correlation with each statement item deemed valid and reliability was evaluated using Cronbach’s Alpha (threshold ≥0.70). Data were analyzed using  chisquare test. The study revealed that people, process, and physical evidence were significantly associated with patient experience (p = 0.000; p < 0.05). These findings indicate that the quality of human resources, the effectiveness of service processes, and the comfort and completeness of facilities are crucial components in shaping patient experience. These three aspects can serve as an empirical baseline for developing patient experience-based marketing strategies to enhance service quality, satisfaction, loyalty, and the competitiveness of private hospitals in archipelagic regions.