ANALISIS STRATEGI DIFERENSIASI DALAM PELAYANAN BEAUTY SPA & SPA BABY TERHADAP KEUNGGULAN BERSAING DI RSIA ERIA BUNDA PEKANBARU
| Main Author: | Al-Insyirah, LPPM |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
STIKes Al-Insyirah Pekanbaru
, 2018
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| Online Access: |
https://jurnal.stikes-alinsyirah.ac.id/index.php/kesmas/article/view/93 https://jurnal.stikes-alinsyirah.ac.id/index.php/kesmas/article/view/93/36 |
Daftar Isi:
- Beauty Spa & Spa baby is a service which is taken into account by RSIA Eria Bunda Pekanbaru to cope with the competition among the hospitals.Based on preliminary observations research, mother and child hospital Pekanbaru having services Beauty Spa & Spa baby Who have not owned by another hospital so that it can be renders it a strategy differentiation compete for excellence. This research aims to know the analysis of the strategy of product differentiation, service, personnel, channel and image in the serviceBeauty Spa & Spa babyAgainst excellence compete in mother and child hospital pekanbaru Years 2015. A method of research with the design descriptive qualitative research carried out mother and child hospital Pekanbaruapril 2015. A subject in research is the director, marketing staff, the head of finance, the head of the room and executive services Beauty Spa & Spa Baby, and patients and visitors.Data collection was done in the in-depth interviews with the informants and by doing observation. The results of research product differentiation among other Day spa product to the public and mainstay product namely spa services for mother in the aftermath of childbirth and babies.differentiation of services among othersSpa treatments do directly into the room without lowering the patient to patient spa room.Diferentiation of personnel among others Expert fisioteraphy, and skilled in the fields of beauty.Differentiation channel for currently serving patients/visitors in hospital.Differentiation image among othersThe product services can be enjoyed every patients and visitors in rsia eria mother , and the price package baby spa affordable. The conclusion of this study is differentiation strategy service Beauty Spa & Spa baby inmother and child hospital Pekanbaru yaers 2015 has been good enough.Then suggested to the hospital to improve the product of different services with competitors, designing distribution channels and improve promotion to patients and visitors of more aware of the excellence of these services.
- Pelayanan Beauty Spa & Spa baby merupakan pelayanan yang di gunakan RSIA Eria Bunda pekanbaru untuk menyikapi persaingan antar rumah sakit. Berdasarkan observasi awal penelitian, memiliki pelayanan Beauty Spa & Spa baby yang belum banyak dimiliki oleh rumah sakit lain sehingga dapat menjadikan itu sebuah strategi diferensiasi bagi keunggulan bersaing. Penelitian ini bertujuan untuk diketahuinya analisis strategi diferensiasi produk, pelayanan, personil, saluran dan citra dalam pelayanan Beauty Spa & Spa baby terhadap keunggulan bersaing di rumah sakit. Metode penelitian deskriptif kualitatif yang dilaksanakan di RSIA Eria Bunda pekanbaru pada bulan April 2015. Subjek dalam penelitian adalah Direktur, Staff Marketing, Kepala Bagian Keuangan, Kepala Ruangan dan pelaksana Pelayanan Beauty Spa & Spa Baby, danPasien / Pengunjung. Pengumpulan data dilakukan secara wawancara mendalam dengan para informan dan dengan melakukan observasi. Hasil penelitian diferensiasi produk antara lain produk Day Spa untuk umum dan produk andalan yaitu layanan Spa untuk Ibu pasca persalinan dan bayi. Diferensiasi pelayanan antara lain Melakukan perawatan Spa langsung ke ruangan pasien tanpa harus menurunkan pasien ke ruangan Spa. Diferensiasi personal antara lain memiliki ahli Fisioteraphy, dan terampil dibidang kecantikan. Diferensiasi saluran untuk saat ini cukup melayani pasien/pengunjung di rumah sakit. Diferensiasi citra antara lain produk layanan yang dapat dinikmati setiap pasien/pengunjung di RSIA Eria Bunda, dan harga paket baby Spa terjangkau. Kesimpulan penelitian ini adalah strategi diferensiasi dalam pelayanan BeautySpa & Spa baby cukup baik. Disarankan juga untuk dapat meningkatkan produk pelayanan yang berbeda dengan pesaing, merancang saluran distribusi serta meningkatkan promosi agar pasien/pengunjung lebih mengetahui keunggulan dari pelayanan tersebut.