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All Journal Proceeding Mulawarman International Conference on Tropical Public Health
Sumarni Sumarni
Mulawarman University
Public Health

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Influence of Customer Relationship Management on RelationshipQuality at Abdul Wahab Sjahranie Hospital Sumarni Sumarni; Ratno Adrianto; Chaerunnisa Chaerunnisa; Eka Putri Rahayu
Mulawarman International Conference on Tropical Public Health Vol. 2 No. 2 (2025): The 4th MICTOPH
Publisher : Faculty of Public Health Mulawarman University, Indonesia

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Abstract

As hospital competition and service demands rise, patient loyalty becomes a critical asset. Therefore, understanding how Customer Relationship Management (CRM) influences Relationship Quality (RQ) is essential. CRM is no longer just an administrative tool; it is a core strategy to strengthen RQ. By improving understanding, interaction, and personalization, CRM directly builds the trust, satisfaction, and commitment that form a strong RQ, which is the foundation for patient loyalty. This study analyzes the influence of Customer Relationship Management on Relationship Quality in inpatient services at Abdul Wahab Sjahranie Hospital. Method Using a quantitative analytical survey design, data were collected from 390 purposively selected inpatients who had visited the hospital at least twice in the past six months. A closed-ended Likert scale questionnaire was used, and data were analyzed with the Chi-Square tests and Logistic Regression were included. The results show that Customer Knowledge, Customer Knowledge Management Capability, and Customization have a significant effect on RQ, while Customer Interaction has no significant effect. Overall, RQ plays a central role as a mediator, where the application of the Customer Relationship Management strategy is significantly able to strengthen the loyalty of inpatients at Abdul Wahab Sjahranie Samarinda Hospital through the formation of quality relationships. These findings highlight that understanding patients comprehensively, effectively managing patient knowledge, and tailoring services to patient needs are strategic in strengthening hospital–patient relationships. Practical implications suggest prioritizing CRM strategies focused on patient needs and experiences to foster long-term, mutually beneficial relationships.
Optimization of the Role of Health Cadres in Educating About the Integration of Primary Services for the Prevention and Control of Non-Communicable Diseases in Tropical Regions Sumarni Sumarni; Muhamad Zakki Saefurrohim; Muh. Amri Arfandi
Mulawarman International Conference on Tropical Public Health Vol. 2 No. 2 (2025): The 4th MICTOPH
Publisher : Faculty of Public Health Mulawarman University, Indonesia

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Pasundan Public Health Center ranks among the top three areas with the highest prevalence of Non- Communicable Diseases (NCDs) in Samarinda City, with 23.2% hypertension and 2.95% diabetes mellitus cases. The main challenge lies in the suboptimal role of health cadres in implementing the Integrated Primary Care (ILP) program and their limited digital health literacy. This issue highlights a practical and scientific gap in the effective utilization of health cadres for NCD prevention and control through technology-based health education. To optimize the role of health cadres in the implementation of ILP by improving their knowledge, communication, and digital literacy skills for NCD prevention and control in tropical regions. The program was implemented through community service activities, including socialization, health education, and practical demonstrations involving 37 health cadres from 35 integrated health posts. Evaluation of outcomes was conducted using interactive pre–post tests and participant feedback to measure improvements in knowledge and skills. The evaluation showed a significant increase in cadres’ knowledge from 68% to 89%, along with an improvement in communication and digital literacy skills by 35–40%. The training enhanced cadres’ confidence and ability to utilize digital platforms in disseminating health information related to NCD prevention and control. The program successfully strengthened the capacity of health cadres in technology-based health promotion, supporting the sustainability and effectiveness of Integrated Primary Care at the primary healthcare level. Enhancing digital literacy among cadres is crucial for improving NCD prevention and control efforts in tropical regions.
Co-Authors Adrianto, Ratno Chaerunnisa Chaerunnisa Eka Putri Rahayu Muh. Amri Arfandi Muhamad Zakki Saefurrohim