<![CDATA[Private hospitals continue strive to improve patient satisfaction. In measuring the level of satisfaction of hospital patients, currently the IPA (Importance-Performance Analysis) method can be used. Even though the IPA score is high, in reality there are still complaints from people who are undergoing outpatient care. This is because the hospital has not prioritized what services need to be repaired and improved. The purpose of this research is to find out which attributes need to be prioritized in improving hospital services. This study uses Potential Gain in Customer Value (PGCV) method. Data were collected through questionnaires distributed to 30 patients undergoing outpatient care. Respondents were randomly selected from various age groups and backgrounds. Subsequently, the data were analyzed using the PGCV method to identify which attributes have the highest potential value gain. The research findings indicate that the attribute requiring improvement is "Patient administration department is responsive to patient problems", while the last priority is "Availability of information about service procedures". Recommendations based on these findings include conducting routine training for patient administration staff on the importance of effective communication and empathy towards patient concerns. Additionally, emphasis should be placed on interpersonal skills, complaint handling, and problem resolution, ensuring that administrative staff have open channels of communication to promptly receive and address such reports.]]>
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