Document Type : Research Article
Abstract
Background: The corporate image is the fundamental performance aim of public relations practitioners which is formed through experience services that are obtained through the perception of the visitors when visiting a particular place, such as a private hospital. Aims: This study aims to investigate the image of a private hospital in Surabaya, Indonesia, especially at the Medical Check-Up section, from the visitors’ perspectives. Methods: The image measurement was done based on five image measuring indicators, namely primary impression, familiarity, perception, preference, and position. This research was descriptive research that used a quantitative approach and survey methods. The data was collected by distributing questionnaires to a total sample of 100 respondents who were chosen by using the simple random sampling technique. The data was analyzed by employing the descriptive statistical analysis and cross-tabulation technique. Results: The image of the private hospital, particularly of the Medical Check-Up section, was positive according to the visitors’ perspective. The highest image indicator was the primary impression with an average score of 4.14, while the lowest one was the position with an average rating of 3.59. The acquisition of the other indicators’ average score was recorded as much as 4.12, 4.09, and 3.92 for familiarity, preference and perception indicators, respectively. Conclusion: This study concludes that a positive image with the highest percentage is given by medical visitors corporate. On the other hand, the negative image with the highest rate is provided by medical visitors’ insurance.
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