ZURIAWAN, ELZA (2026) OPTIMALISASI CUSTOMER EXPERIENCE BERKELANJUTAN PADA CONTACT CENTER RUMAH SAKIT MELALUI SERVICE DESIGN DAN INTEGRASI DIGITAL. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to formulate strategic recommendations for the development of nonmedical Contact Center services at Private Hospital X to optimize sustainable customer experience through a service design approach and digital integration. The study adopts a qualitative approach using a case study method. The research population consists of patients using Contact Center services, Contact Center Customer Service staff, and managerial stakeholders. Samples were selected purposively based on direct involvement in non-medical service processes. Data were collected through in-depth interviews, while data analysis was conducted using thematic analysis to identify patterns of patient experience, operational challenges, and service system development needs. The findings indicate that patient experience is strongly influenced by service responsiveness, clarity and consistency of information, Customer Service empathy, and the level of communication channel integration. Key issues identified include long waiting times, fragmented communication channels, and increased Customer Service workload during peak hours. Although individual service interactions are generally perceived as satisfactory, system and process limitations result in inconsistent patient experiences. Based on these findings, the study recommends the implementation of a one-door omnichannel Contact Center system, strengthening the role of the Contact Center as a brand touchpoint, optimizing supporting technologies and service automation, and enhancing internal readiness and human resource competencies. These recommendations are formulated into a conceptual model and translated into Standard Operating Procedures (SOP) as an implementable framework. This study is expected to serve as a strategic reference for hospital Contact Center development in improving sustainable non-medical customer experience. Keywords: customer experience; contact center; service design; omnichannel; digital integration Penelitian ini bertujuan untuk merumuskan rekomendasi pengembangan layanan Contact Center non-medis di Rumah Sakit Swasta X guna mengoptimalkan customer experience secara berkelanjutan melalui pendekatan service design dan integrasi digital. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Populasi penelitian meliputi pasien pengguna layanan Contact Center, Customer Service Contact Center, dan pihak manajerial. Sampel ditentukan berdasarkan keterlibatan langsung dalam proses layanan non-medis. Pengumpulan data dilakukan melalui wawancara, sementara analisis data menggunakan analisis tematik untuk mengidentifikasi pola pengalaman pasien, tantangan operasional, serta kebutuhan pengembangan sistem layanan. Hasil penelitian menunjukkan bahwa pengalaman pasien sangat dipengaruhi oleh kecepatan respons layanan, kejelasan dan konsistensi informasi, empati Customer Service, serta tingkat integrasi kanal komunikasi. Permasalahan utama yang ditemukan meliputi waktu tunggu yang panjang, fragmentasi kanal komunikasi, dan beban kerja Customer Service pada jam sibuk. Meskipun kualitas interaksi individual dinilai cukup baik, keterbatasan sistem dan proses layanan menyebabkan pengalaman pasien belum sepenuhnya konsisten. Berdasarkan temuan tersebut, penelitian ini merekomendasikan penerapan sistem onedoor Contact Center berbasis omnichannel, penguatan peran Contact Center sebagai brand touchpoint, optimalisasi teknologi pendukung dan automasi layanan, serta penguatan kesiapan internal dan kompetensi sumber daya manusia. Rekomendasi tersebut dirumuskan dalam bentuk model konseptual dan diturunkan ke dalam Standar Operasional Prosedur (SOP) sebagai panduan implementatif. Penelitian ini diharapkan dapat menjadi referensi strategis bagi pengembangan layanan Contact Center rumah sakit dalam meningkatkan customer experience non-medis secara berkelanjutan. Kata kunci: customer experience; contact center; service design; omnichannel; integrasi digital
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55124110090 |
| Uncontrolled Keywords: | customer experience; contact center; service design; omnichannel; integrasi digital |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 700 Arts/Seni, Seni Rupa, Kesenian > 720 Architecture/Arsitektur > 729 Design and decoration of Structures/Desain dan Pola Bangunan |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 04 Mar 2026 05:33 |
| Last Modified: | 04 Mar 2026 05:33 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101349 |
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