Tinjauan Literatur: Karakteristik Jasa Rumah Sakit dalam Perspektif Pemasaran Jasa Kesehatan

Abstract

Hospitals are healthcare service organizations that operate in the service sector with complex characteristics and are based on intensive interactions between service providers and patients. In addition to performing curative and rehabilitative functions, hospitals are also required to manage patient value, experience, and perception within an increasingly dynamic competitive environment. As service entities, hospital services possess key characteristics, namely intangibility, inseparability between production and consumption, heterogeneity (variability), and perishability. These characteristics make healthcare service management more complex than tangible products, as quality is highly influenced by human resource competence, process effectiveness, and patients’ subjective perceptions. This article aims to systematically examine the characteristics of hospital services from the perspective of health services marketing and to analyze their implications for managerial strategies. The method used is a literature review of classical and contemporary service marketing theories as well as empirical research related to hospital marketing. The findings indicate that service characteristics influence the design of the service marketing mix (7P), service quality management, the formation of patient experience, and the enhancement of patient satisfaction and loyalty. The integration of service characteristic management and relational marketing strategies becomes a key factor in creating sustainable competitive advantage in the healthcare service sector.