health persentation

1. “DEVELOPMENT OF AN EXPERIENTIAL MARKETING
MODEL USING THE QUALITY FUNCTION DEPLOYMENT
(QFD) METHOD IN INCREASING PATIENT SATISFACTION
AND LOYALTY IN THE HOSPITAL”
RESKI DEWI PRATIWI
DOCTORAL PROGAM OF PUBLIC HEALTH
FACULTY OF PUBLIC HEALTH
HASANUDDIN UNIVERSITY, SOUTH SULAWESI
INDONESIA

2. Patient satisfaction correlates with the quality of
service in the hospital. Patient satisfaction is a
health service "outcome" regarding improving the
quality of health services.
However, the majority of people, both in urban
and rural areas, are not satisfied with government
hospital services, so they prefer private hospitals
which are considered to provide better services.
BACKGROUND

3. BACKGROUND
In Kenya, it was found that the level of patient
satisfaction showed a satisfaction rate of 67.8%
In Bakhtapur, India, the patient satisfaction level
was 34.4%
In Ethiopia, it was found that satisfaction with the
services received was low
Patient complaints in Sri Lanka include
inconvenience of long waiting times to consult a
doctor, slow access to pharmaceutical services, and
lack of health services by specialist doctors.

4. BACKGROUND
The patient satisfaction rate is 52% in East
Java
The patient satisfaction rate is
42.8% in Central Maluku
The patient satisfaction rate is
44.4% in West Sumatra
The patient satisfaction rate is 51%
in East Kalimantan

5. BACKGROUND
Apart from that, hospitals are in
intense competition to provide the
best health services in accordance
with the desires, needs and
expectations of the community.
Hospitals compete to gain trust
and become the community's
first choice.

6. BACKGROUND

7. BACKGROUND

8. BACKGROUND
Patients decide to come to a hospital not only
for treatment, but they also want to receive
services that meet their expectations. Patient
needs and responses will definitely vary and
can lead to positive or negative experiences.
This hospital competition and efforts to
create patient satisfaction and loyalty
require the application of Hospital
Marketing techniques that focus on the
experience felt by patients while in the
hospital.

9. BACKGROUND
Experiential Marketing is a marketing concept
that aims to create loyal customers by touching
their emotions and providing a positive feeling
about the products and services they consume.
The Experiential Marketing
concept can be used by
hospitals as a solution to
overcome problems in
forming patients who are
loyal to the health services
provided because patients
are satisfied with the
services they feel and
receive when seeking
treatment at the hospital.

10. BACKGROUND
Quality Function Deployment
(QFD) is a product and service
development method that is
oriented to consumer needs.
In the context of developing an Experiential Marketing
model in hospitals to increase patient satisfaction and
loyalty, Quality Function Deployment (QFD) can be
used as a tool to develop an experiential marketing
model that focuses on patient needs and preferences.

11. LITERATURE REVIEW SEARCH FLOW

12. RESULTS
No Author's Name, Title and Year Objective Method Results
1 Iuliana-Raluca Gheorghe, Victor
Lorin Purcărea, Andreea Gabriela
Schmitzer, Consuela-Mădălina
Gheorghe.
Enhancing the Principles of
Experiential Marketing in
Ophthalmology Services. Romanian
Journal of Ophthalmology, Volume
65, Issue 4, October-December
2021. pp:371-37881
(2021).
The purpose of this paper is to investigate
patient experiences in public
ophthalmology organizations using the
components of Experiential Marketing,
namely sense, feel, think, act, and relate.
The case study is cross-sectional, and the
sampling method is non-probabilistic,
following the snowball technique. The
sample consisted of 100 patients of the
Clinical Emergency Eye Hospital in
Bucharest. The data collection instrument
is a self-administered questionnaire.
Statistical analysis was performed in SPSS
version 20 and frequencies or percentages
were used to describe qualitative data.
Experiential Marketing principles can be successfully applied
in public ophthalmology services if special attention is paid to
the Feel and Relate component.
2 Riskiyah, Tita Hariyanti, and Siti
Juhariah.
Is Experiential Marketing Important
for the Hospital?. International
Conference on Hospital
Administration, KnE Life Sciences,
pages 274–285. DOI
10.18502/kls.v4i9.357871
(2018).
The aim of this research is to reveal the
experiences of patients while undergoing
inpatient treatment at UMM Hospital
regarding experiential marketing.
The method used in this research is
qualitative phenomenology. In-depth
interviews were conducted with eight
informants who were considered to
represent patients in the main class, class
1, class 2, class 3.
In this research, only four out of five experiential marketing
were found, namely sense-, feel-, think-, and act-marketing.
Sense marketing provides patients with ease in finding
information and directions. The marketing sense is obtained
that the officers provide services quickly when needed, ease
of administration process, a calm and comfortable hospital
environment, and cleanliness of rooms and bathrooms.
Marketing actions get paramedics' attention to patients by
administering medications on time. Marketing thinking earns
the trust and distrust of physicians. In conclusion, the majority
of inpatient experiences found that UMM Hospital had
provided fun and interesting experiential marketing.

13. RESULTS
3 Ni Putu Nita Anggraini, I Wayan
Gede Antok Setiawan Jodi,
Dedik Pratama.
The Influence of Experiential
Marketing and E-Service Quality
on E-Satisfaction and
Repurchase Intention82
(2021).
Investigating the impact of
experiential marketing and service
qualityelectronics on repurchase
intention through electronic
satisfaction.
Information collection was directed
through purposive examination by
distributing it to 100 respondents.
(1) Experiential showcasing has a direct effect on e-
satisfaction, (2) e-service quality has a direct effect on
e-service quality, (3) experiential marketing has a
direct effect on repurchase intention, (4) e-service
quality has a direct effect on repurchase intention , (5)
electronic satisfaction has a direct effect on
repurchase intention, (6) electronic satisfaction can
mediate the variable between experiential marketing
and repurchase intention, (7) electronic satisfaction
can mediate the variable between electronic service
quality and repurchase intention.
4 Khaloud Naser Alsaid & Nour El
Houda Ben Amor.
Experiential Marketing Impact
on Experiential Value and
Customer Satisfaction - Case of
Winter Wonderland Amusement
Park in Saudi Arabia83
(2020).
To determine the relationship
between experiential marketing,
emotional value and customer
satisfaction among visitors to Winter
Wonderland in Saudi Arabia
Quantitative research was
conducted through online surveys.
Structural equation modeling
analysis was used via Amos
software.
The results emphasize the role of taste experiences
in the creation of emotional value and confirm the
significant positive relationship between emotional
value and customer satisfaction. Overall, the results
offer a better understanding of the use of experiential
marketing in the theme park context and mark new
avenues for future research.

14. RESEARCH THEORETICAL FRAMEWORK
Value Creation Theory
1. Usefulness
2. Uniqueness
3. Suitability
( Totanan , 2004)
Product Emotional Bond
Theory
1. Connection
(Relationship)
2. Cognitive (Cognition)
( Mikulincer and Shaver,
2007)
Consumer Involvement
Theory
1. Cognitive Engagement.
2. Emotional
Engagement.
3. Behavioral
Engagement
(Brodie et al, 2011)
Quality Function
Deployment (QFD)
1. Planning Matrix.
2. Technical
Characteristics.
3. Relationship between
Technical
4. Characteristics and
Consumer Needs.
5. Technical Response
Correlation.
6. Technical Matrix
(Yoji Akao , 1996)
Patient Satisfaction
1. Product
2. Service Quality
3. Product Benefit
(Kotler and Keller, 2016)
Experiential Marketing
1. Sense
2. Feel
3. Think
4. Act (Habit)
5. Relate
(Schmitt, 1999)
Patient Loyalty
1. Regular Repurchase
2. Buy other products/
services at the same
place
3. Refer to others
4. Cannot be influenced
by competitors to move
(Griffin, 2005)

15. LITERATURE REVIEW CONCLUSION
Current hospital competition requires
the application of hospital marketing
techniques that focus on the
experience felt by patients while in
the hospital.
Hospital Marketing is the planning,
implementation and control of
programs that have been designed
to increase sales of health services
Experiential Marketing is a
marketing approach that involves
consumers' emotions and feelings
by creating unforgettable positive
experiences
Experiential Marketing dimensions
consist of 5, namely Sense, Feel,
Think, Act, and Relate.

16. LITERATURE REVIEW CONCLUSION
Experiential Marketing has an
influence on patient satisfaction and
loyalty in hospitals.
Quality Function Deployment (QFD)
can be used as a tool to develop
experiential marketing models that
focus on patient needs and
preferences
Developing an Experiential
Marketing model using Quality
Function Deployment (QFD) to
increase patient satisfaction and
loyalty in hospitals can be done by
providing initial hypotheses on
variables that are considered
capable of developing an
Experiential Marketing model.
Research related to Experiential
Marketing and the development of
models in the health sector,
especially in hospitals, has not been
carried out much (much of it is
carried out in other business units
such as restaurants, hotels,
communication services,
transportation services, etc.) so the
implementation of this research still
needs to be carried out in the future.
which will come.

17. RESEARCH PROPOSAL PLANNING
01
02
03
How to develop an Experiential Marketing model using the Quality Function
Deployment (QFD) method to increase Patient Satisfaction and Patient
Loyalty in hospitals in South Sulawesi?
Research Question
Developing an Experiential Marketing model using Quality Function
Deployment (QFD) to increase patient satisfaction and loyalty at hospitals in
South Sulawesi.
General Research Objectives
1. Exploring Experiential Marketing indicators in hospitals.
2. Developing an Experiential Marketing model using Quality Function
Deployment (QFD).
3. Trial of the Experiential Marketing model on patient satisfaction and
loyalty in hospitals.
4. Obtain the results of the influence of the Experiential Marketing model
on patient satisfaction and loyalty in hospitals.
Specific Research Objectives