Priority Analysis for Service Marketing Mix (7P) Improvement Based on Patient Perceptions Using Importance-Performance Analysis (IPA) at a SPV II Clinic

Abstract

Company clinics play a strategic role in maintaining employee health and organizational productivity. However, systematic evaluation of service quality from the patient's perspective is often not conducted in a structured manner, leaving management without an adequate basis for determining effective improvement priorities. The absence of objective, data-driven assessment frequently results in misallocated resources and unfocused quality improvement efforts. This study aims to analyze the priority of Service Marketing Mix (7P) improvements based on patient perceptions using Importance-Performance Analysis (IPA) at SPV II Clinic, a company-owned healthcare facility serving approximately 12,000 patient visits annually. A descriptive quantitative design with a survey approach was employed. The sample comprised 30 respondents selected through accidental sampling among patients who had received services at the clinic during the research period. The instrument used was a SERVQUAL-based questionnaire with 25 items covering five service quality dimensions: Tangible, Reliability, Responsiveness, Assurance, and Empathy, subsequently mapped to the seven 7P components. Prior to analysis, all items were confirmed valid and reliable through Pearson Product-Moment correlation and Cronbach Alpha testing. IPA results indicate that of 25 service attributes, one falls in Quadrant A (top improvement priority): service timeliness (R3). Fourteen attributes were in Quadrant B (maintain performance), six in Quadrant C (low priority), and four in Quadrant D (possible overkill). Based on 7P mapping, the Process component requires the most urgent attention, followed by Place (operating hours evaluation) and Product (medical equipment renewal). The People and Assurance dimensions emerged as the clinic's core strengths. This study offers methodological and practical contributions by integrating SERVQUAL, IPA, and the 7P framework as a comprehensive, data-driven tool for company clinic management to systematically prioritize service quality improvements.