Komunikasi Interpersonal Kakitangan dengan Pesakit di Hospital Kemaman, Terengganu: Kajian ke atas Kecekapan Komunikasi dan Kepuasan Pelanggan

(Interpersonal Communication Between the Medical Staff and Patients of Hospital Kemaman, Terengganu: A Study on Communication Efficiency and Customer Satisfaction)

Abstract

Kajian ini memerihalkan kepentingan komunikasi interpersonal antara kakitangan dengan pesakit di Hospital Kemaman, Terengganu. Tujuan kajian ialah untuk menganalisis sejauh mana komunikasi interpersonal yang diamalkan oleh pihak hospital dapat mewujudkan kecekapan komunikasi, seterusnya kepuasan pelanggan khususnya pesakit dan waris yang menerima perkhidmatan di hospital tersebut. Aspek kecekapan komunikasi yang dikaji ialah keterbukaan, empati, sokongan, sikap positif dan kesetaraan. Aspek kepuasan pelanggan yang dikaji pula ialah indikator SERVQUAL (service quality) yang digunakan untuk mengukur kualiti perkhidmatan dan dijadikan sebagai ukuran penilaian. SERVQUAL dibina berdasarkan perbandingan dua faktor utama, iaitu persepsi pelanggan terhadap perkhidmatan sebenar yang mereka terima (perceived service) dengan perkhidmatan yang benar-benar diharapkan/ dikehendaki (expected service). Kajian ini menggunakan kaedah survey ke atas 122 orang responden dari kalangan pesakit dan pelanggan di Hospital Kemaman. Hasil kajian yang diperoleh menunjukkan bahawa pelanggan Hospital Kemaman memberikan tahap sederhana ke atas kecekapan komunikasi antara kakitangan dengan pelanggan. Dari segi kepuasan perkhidmatan pula, responden masih memberikan tahap yang sama iaitu tahap sederhana. Hasil kajian dalam konteks korelasi pula mendapati bahawa wujud hubungan signifikan positif yang kuat antara kecekapan komunikasi dengan kepuasan pelanggan. Implikasinya, sekiranya aspek keterbukaan, empati, sokongan, sikap positif dan kesetaraan dapat ditingkatkan dalam kalangan kakitangan hospital, maka kepuasan pelanggan akan lebih meningkat dan ini dapat mewujudkan hospital yang berkonsepkan mesra pelanggan.

ABSTRACT

This study emphasizes the importance of interpersonal communication between staff and patients at the Hospital Kemaman, Terengganu. The purpose of this study is to analyze how interpersonal communication practiced by the hospital will create communication efficiencies, thereby ensuring customer satisfaction especially among patients and beneficiaries who receiving services at the hospital. There are several aspects of communication efficiency are being studied namely openness, empathy, support, positive attitude and equality. As for the customer satisfaction, the aspect used is based on SERVQUAL indicator (service quality) to measure the quality of the service. SERVQUAL is built on the comparison of two major factors, namely customer perception of the actual service they receive (perceived service) and the service that is really expected (expected service). Hence, the purpose of this study is to examine the level of communication efficiency and customer satisfaction among the hospital staff. This study also examine the relationship between communication efficiency and customer satisfaction. Survey on 122 respondents has been implemented to the patients and customers of Hospital Kemaman. The results show that respondents perceived a moderate level of communication efficiency between staff and customers. The same result also goes to service satisfaction. From correlation analysis, the study found that there was a strong positive significant relationship between communication efficiency and customer satisfaction. Thus, the implication of this study shows that if openness, empathy, support, positive attitude and equality can be improved among hospital staff, then the customer satisfaction will increase and this will create a customer-friendly hospital.
Keywords: Interpersonal communication, communication efficiency, customer satisfaction, service quality