The Implementation of a Customer Relationship Management System to Improve BPJS Patient Satisfaction at Penjaringan Health Center

Customer satisfaction plays a crucial role in enhancing the quality of healthcare services, particularly for BPJS patients. This study aims to analyze the impact of a Customer Relationship Management (CRM) system on BPJS patient satisfaction at Penjaringan Health Center. The research focuses on the influence of organizational communication, customer trust, and customer commitment on the CRM system, as well as the CRM system's effect on patient satisfaction. This quantitative study utilized a sample of 200 BPJS patients who have used CRM features, including online queues and feedback services. Data were collected through structured questionnaires and analyzed using Structural Equation Modeling (SEM) with SPSS and AMOS software. The results indicate that organizational communication has a significant positive impact on the CRM system, enhancing its effectiveness in addressing patient needs. Customer trust and commitment also positively influence the CRM system, with committed patients showing higher engagement levels. Furthermore, both customer trust and commitment directly enhance patient satisfaction, which is further strengthened by effective CRM system implementation. The CRM system itself shows a substantial positive effect on patient satisfaction, demonstrating its role in improving service efficiency, responsiveness, and personalization. In conclusion, the study highlights the importance of CRM systems, supported by effective communication and strong patient trust and commitment, in improving healthcare service satisfaction among BPJS patients. These findings suggest that health centers should prioritize CRM system enhancements and foster robust communication and trust-building strategies to improve patient experiences.