How Do BPJS Customers Experience Satisfaction? Understanding Positive Service Perceptions in Indonesia’s National Health Insurance System
DOI:
https://doi.org/10.47747/icbem.v3i1.3318Keywords:
BPJS Service Quality, Patient Satisfaction, Customer Experience, Qualitative Inquiry, Thematic Analysis, Public Health ServicesAbstract
Customer satisfaction is a central indicator of service quality within Indonesia’s National Health Insurance System (BPJS Kesehatan). Yet, while prior research has heavily emphasized patient complaints, service gaps, and systemic challenges, the voices of customers who are satisfied remain understudied. This qualitative study explores how BPJS participants perceive and construct satisfaction based on their lived experiences when accessing health services. Using in-depth interviews with seven BPJS members, six reporting high satisfaction and one reporting medium satisfaction, the study applies reflexive thematic analysis to identify key factors shaping positive service experiences. Findings reveal that satisfaction emerges from three core dimensions: (1) interpersonal care, reflected in empathy, attentive communication, and supportive interactions with healthcare staff; (2) procedural clarity, including smooth administrative processes, predictable service flows, and perceived efficiency; and (3) perceived reliability, especially regarding accurate examinations, provider competence, and trust in the overall care process. These dimensions resonate with broader service quality literature in previous study. Participants also attributed their satisfaction to recent BPJS transformations such as digital access through the Mobile JKN application, queue optimization, and improved transparency. The study further positions customer satisfaction within a social-cognitive lens, suggesting that users’ beliefs, expectations, and prior experiences influence how they interpret service encounters. By centering the experiences of satisfied customers, this study contributes an alternative narrative to BPJS service evaluation, one that emphasizes strengths, effective practices, and relational elements that foster trust and confidence. The findings offer practical implications for sustaining BPJS service reforms and for strengthening human-centered care approaches in Indonesia’s public health system.
Keywords
BPJS service quality; patient satisfaction; customer experience; qualitative inquiry; thematic analysis; public health services; Indonesia; health insurance perceptions
References
Bandura, A. (1997). Self-efficacy: The exercise of control. W.H. Freeman.
Basnet, H. B. (2018). Focus group discussion: A tool for qualitative inquiry. Researcher: A Research Journal of Culture and Society, 3(3), 81–88. https://doi.org/10.3126/researcher.v3i3.21553
Bitjoli, V. O., Pinontoan, O., & Buanasari, A. (2019). Perbedaan Tingkat Kepuasan Pasien Bpjs Dan Non Bpjs Terhadap Pelayanan Pendaftaran Di Rsud Tobelo. Jurnal Keperawatan, 7(1).
Bouih, A., Nadif, B., & Benattabou, D. (2021). Unraveling the effect of personality traits on academic achievement and the mediating role of self-efficacy. Journal of English Language Teaching and Applied Linguistics. https://www.ceeol.com/search/article-detail?id=1158654
Braun, V., & Clarke, V. (2019). Reflecting on reflexive thematic analysis. Qualitative research in sport, exercise and health, 11(4), 589-597. http://doi.org/10.1080/2159676X.2019.1628806
Chan, C. K. Y., & Hu, W. (2023). Students’ voices on generative AI: Perceptions, benefits, and challenges in higher education. International Journal of Educational Technology in Higher Education, 20(1), 43. doi.org/10.1186/s41239-023-00411-8
Charmaz, K. (2006). Constructing grounded theory: A practical guide through qualitative analysis. sage.
Chen, Z., Zeng, J., Liao, J., & Guo, C. (2025). The association between academic stress and problematic internet use among adolescents: A three-level meta-analysis. Journal of Youth and Adolescence, 1-21. doi.org/10.1007/s10964-025-02151-6
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). SAGE Publications.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Firat, M. (2025). A global triangulation approach to ChatGPT integration in education. Educational Technology Quarterly, 2025(2), 134–150. https://doi.org/10.55056/etq.897
Grøtan, K., Sund, E. R., & Bjerkeset, O. (2019). Mental health, academic self-efficacy and study progress among college students–The SHoT study, Norway. Frontiers in psychology, 10, 45. /doi.org/10.3389/fpsyg.2019.00045
Guiso, L. (2021). Trust and insurance. The Geneva Papers on Risk and Insurance-Issues and Practice, 46(4), 509-512.
Gunarto, M., Yusriani, S., & Patiro, S. P. S. (2024). Perceived Organizational Support as a Moderator of Job Insecurity, Turnover Intention, and Job Satisfaction in Private Higher Education. https://doi.org/10.46254/AP05.20240250
Harisandi, P., Hurriyati, R., Gaffar, V., Wibowo, L. A., Yanti, P., Yusriani, S., & Purwanto, P. (2025). Personal Branding of Lecturers and Word of Mouth: Effective Education Strategy in Increasing the Attractiveness of Entrepreneurship Study Program and Reputation of Pelita Bangsa University. IJORER: International Journal of Recent Educational Research, 6(3), 758-774. https://doi.org/10.46245/ijorer.v6i3.813
Helmi, T. A., Rekarti, E., Yusriani, S., & Harisandi, P. (2025). Fairness in Complaint Handling and Its Theoretical Implications for Service Recovery: Evidence from E-Commerce Customers in Denmark.
Ibrahim, Z. L., & Nadif, B. (2025). The pursuit of happiness: A meta-analysis review. Journal of Interdisciplinary Studies in Education, 14(3), 1-29.
Kamila, T., & Ramadhani, A. (2024). Social support management and academic stress: implications for students' subjective well-being. Munaddhomah: Jurnal Manajemen Pendidikan Islam, 5(3), 315-324. https://doi.org/10.31538/munaddhomah.v5i3.1353
Konz, A. M. (1989). Strategic Job Analysis - ProQuest. Human Resource Management, 28(1), 51–63. http://search.proquest.com.ezaccess.libraries.psu.edu/docview/1308650232/fulltextPDF/18F23819C9344AF6PQ/4?accountid=13158
Nurhadi, K., Rahman, A., Khasyar, M. L., & Suharwanto, S. (2025). The emotional geography of faculty members engaging in virtual teacher professional development (VTPD): evidence from Indonesia. Journal of Applied Research in Higher Education, 17(2), 663-674. doi.org/10.1108/JARHE-06-2022-0187
Panjaitan, A. A. (2020). Analisis Pemanfaatan Pelayanan Badan Penyelenggara Jaminan Sosial (Bpjs) Kesehatan Di Indonesia: a Literature Review. Jurnal Perspektif Administrasi Dan Bisnis, 1(1), 44-50.
Ritchie, J., & Lewis, J. (2003). Qualitative research practice: A guide for social science students and researchers. SAGE.
Schunk, D. H., & DiBenedetto, M. K. (2021). Self-efficacy and human motivation. In Advances in motivation science (Vol. 8, pp. 153-179). Elsevier. http://doi.org/10.1016/bs.adms.2020.10.001
Septian, E. D. (2022). Kewajiban BPJS Kesehatan dalam Pemberian Pelayanan Telekonsultasi Klinis yang Dilakukan Antara Dokter dan Pasien BPJS. Verdict: Journal of Law Science, 1(1), 37-49.
Solechan, S. (2019). Badan Penyelenggara Jaminan Sosial (BPJS) Kesehatan Sebagai Pelayanan Publik. Administrative Law and Governance Journal, 2(4), 686-696.
Suhairi, S. K., Margono, M., Aisjah, S., & Moko, W. (2024). The role of dynamic capabilities and innovation on the competitiveness of the manufacturing firms in Indonesia. Uncertain Supply Chain Management, 12(4), 2349–2366. https://doi.org/10.5267/j.uscm.2024.5.032
Warokka, A., Subekti, P., Mindarta, E. K., Pambudi, Y. S., & Idris, I. (2020). Asia automotive industry: Global and country scenario. International Journal of Psychosocial Rehabilitation, 24(1), 1127-1138.
Webster, D., Dunne, L., & Hunter, R. (2021). Association between social networks and subjective well-being in adolescents: A systematic review. Youth & Society, 53(2), 175-210. https://doi.org/10.1177/0044118X2091958
Xiao, Y., & Watson, M. (2019). Guidance on conducting systematic literature reviews. Journal of Information Science, 45(5), 703–718. https://doi.org/10.1177/0739456X17723971
Yanti, P. (2025). Bibliometric Mapping of Green Marketing Research: Trends, Themes, and Future Directions. Multinesa: Journal Nusantara Multidisciplinary, 1(2), 39-49.
Yulianti, P. D., Sugiharto, D. Y. P., Surjaningrum, E. R., & Hartini, N. (2021). Mental Healthy Literacy of Teachers: a Systematic Literature Review. Journal of Educational, Health & Community Psychology (JEHCP), 10(2). https://doi.org/10.12928/jehcp.v10i2.20512
Yusriani, S., Rekarti, E., Sitohang, R. H., Prambudi, I. S., & Afransa, V. K. (2024). Can you still trust insurance workers? Unmasking unethical practices in Indonesia’s insurance industry. Proceedings International Conference on Business, Economics & Management, 2(2). https://doi.org/10.47747/icbem.v2i2.2559
Yusriani, S., Utomo, K. W., Patiro, S. P. S., & Hendrian, H. (2025). How Do Self-Efficacy and Social Support Help International Students in Denmark Manage Stress and Foster Creativity? Al-Tanzim: Jurnal Manajemen Pendidikan Islam, 9(2), 606-623. http://doi.org/10.33650/al-tanzim.v9i2.10137
