Patient Journey Mapping as a Hospital Crisis Communication Strategy: Net Promoter Score (NPS) Analysis on Mobile Health Application
DOI:
https://doi.org/10.36722/context.v1i1.6Keywords:
Crisis Communication, Health Communication, Mobile Health Applications, Net Promoter Score, Patient Journey MappingAbstract
Digital transformation in healthcare services has shifted the pattern of interaction between hospitals and patients, where mobile health applications serve not only as a means of administrative service, but also as a strategic communication medium that influences the experience, trust, and reputation of the institution. This study aims to analyze patient journey mapping as a hospital crisis communication strategy through Net Promoter Score (NPS) measurement on the RSCMKu application. This study uses the patient journey mapping theory, which places the patient experience as a series of interconnected communicative interactions, and Situational Crisis Communication Theory (SCCT), which explains how organizations respond to potential crises based on responsibility attribution and public perception. This study uses a descriptive quantitative approach with data collection through questionnaires to RSCMKu application users who have accessed hospital services. The analysis was conducted by mapping the dimensions of the patient journey, identifying the determining factors of the experience, and calculating the NPS as an indicator of loyalty and service communication effectiveness. The results of the study showed an NPS value of +65.00, reflecting a high level of satisfaction and a high tendency for patient recommendations. These findings indicate that consistency of information and clarity of digital communication play an important role in building trust and reducing the potential for reputation crises. Thus, this study confirms that the integration of patient journey mapping and NPS in mobile health applications can serve as a preventive crisis communication instrument oriented towards patient experience and the sustainability of hospital reputation.
References
Adams, C., Walpola, R., Schembri, A. M., & Harrison, R. (2022). The ultimate question? Evaluating the use of Net Promoter Score in healthcare: A systematic review. Health Expectations, 25(5), 2328–2339. https://doi.org/10.1111/hex.13577
Agency for Healthcare Research and Quality. (2017). CAHPS ambulatory care improvement guide: Practical strategies for improving patient experience. Section 4: Ways to approach the quality improvement process (Updated, Vol. 2017, Issue May). U.S. Department of Health & Human Services. https://www.ahrq.gov/cahps/quality-improvement/index.html
Aldogiher, A., & Halim, Y. T. (2025). Customer Engagement in Digital Health Transformation as Strategic Change: Evidence from Saudi Arabia’s Vision 2030. In Sustainability (Vol. 17, Issue 18, p. 8468). https://doi.org/10.3390/su17188468
Baehre, S., O’Dwyer, M., O’Malley, L., & Lee, N. (2022). The use of Net Promoter Score (NPS) to predict sales growth: insights from an empirical investigation. Journal of the Academy of Marketing Science, 50(1), 67–84. https://doi.org/10.1007/s11747-021-00790-2
Benoit, W. L. (2014). Accounts, Excuses, and Apologies, Second Edition: Image Repair Theory and Research (2nd ed.). State University of New York Press.
Bitencourt, V. N., Crestani, F., Peuckert, M. Z., Andrades, G. R. H., Krauzer, J. R. M., Cintra, C. de C., Cunha, M. L. da R., Eckert, G. U., Girardi, L., Santos, I. S., & Garcia, P. C. R. (2023). Net Promoter Score (NPS) as a tool to assess parental satisfaction in pediatric intensive care units. Jornal de Pediatria, 99(3), 296–301. https://doi.org/https://doi.org/10.1016/j.jped.2022.11.013
Bulto, L. N., Davies, E., Kelly, J., & Hendriks, J. M. (2024). Patient journey mapping: emerging methods for understanding and improving patient experiences of health systems and services. European Journal of Cardiovascular Nursing, 23(4), 429–433. https://doi.org/10.1093/eurjcn/zvae012
Canfell, O. J., Woods, L., Meshkat, Y., Krivit, J., Gunashanhar, B., Slade, C., Burton-Jones, A., & Sullivan, C. (2024). The Impact of Digital Hospitals on Patient and Clinician Experience: Systematic Review and Qualitative Evidence Synthesis. J Med Internet Res, 26, e47715. https://doi.org/10.2196/47715
Coombs, W. T. (2007). Protecting organization reputations during a crisis: The development and application of situational crisis communication theory. Corporate Reputation Review, 10(3), 163–176. https://doi.org/10.1057/palgrave.crr.1550049
Coombs, W. T. (2011). Ongoing Crisis Communication: Planning, Managing and Responding. SAGE Publications Inc.
Coombs, W. T., & Holladay, S. J. (2022). The Handbook of Crisis Communication: Second Edition (2nd ed.). John Wiley & Sons.
Diliasari, K., & Sulistiadi, W. (2024). Use of Net Promoter Score (NPS) in hospital marketing strategy to increase patient satisfaction and loyalty. International Journal of Social Service and Research, 04(3), 907–911.
Fearn-Banks, K. (2016). Crisis Communications: A Casebook Approach (5(rev)). Routledge.
Fisher, N. I., & Kordupleski, R. E. (2019). A critical review of Net Promoter Score for measuring customer loyalty. International Journal of Market Research, 35(1), 213–230. https://doi.org/10.13140/RG.2.2.20661.93928
Ghozali, I., & Latan, H. (2015). Konsep, teknik, aplikasi menggunakan Smart PLS 3.0 untuk penelitian empiris. BP Undip. Semarang, 290.
Golzar, J., & Noor, S. (2022). [Research Method Convenience Sampling 3] [2022] Sampling Method Descriptive Research - Convenience Sampling. Ijels, 1(2), 1.
Handayani, T. R., & Mubarok, D. A. A. (2025). Customer Journey Mapping Pada Pengguna Aplikasi Mobile Jkn di Rumah Sakit X. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(3 SE-Articles), 2531–2537. https://doi.org/10.31004/riggs.v4i3.2363
Johanson, George A, & Brooks, Gordon P. (2009). Initial Scale Development: Sample Size for Pilot Studies. Educational and Psychological Measurement, 70(3), 394–400. https://doi.org/10.1177/0013164409355692
Joseph, A. L., Kushniruk, A. W., & Borycki, E. M. (2020). Patient journey mapping: Current practices, challenges and future opportunities in healthcare. Knowledge Management & E-Learning, 12(4), 387–404. https://doi.org/https://doi.org/10.34105/j.kmel.2020.12.021
Kohut, M., Jalbuena, T., Alfiero, R., DiPalazzo, J., Anderson, E., & Bishop, J. (2025). Net Promoter Score as a Reflection of Patients’ Opinions About Telemedical Visits: A Mixed Methods Analysis. Telemedicine and E-Health, 31(5), 634–642. https://doi.org/10.1089/tmj.2024.0300
Korneta, P. (2018). Net promoter score, growth, and profitability of transportation companies. International Journal of Management and Economics, 54. https://doi.org/10.2478/ijme-2018-0013
Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Lerbinger, O. (2012). The Crisis Manager: Facing Disasters, Conflicts, and Failures. Routledge.
Mahardhika, R., & Setyawan, A. A. (2025). The Role of Word of Mouth and Digital Reviews on Sellection Decision : Study on The Private Hospital In central Java. Jurnal Bisnis Dan Kewirausahaan, 2(2), 157–166. https://doi.org/10.71154/ketpch89
Marquez, J. J., & Downey, A. (2016). Library Service Design: A LITA Guide to Holistic Assessment, Insight, and Improvement. Bloomsbury Publishing.
Nadiyah, S. N. A., & Prayoga, D. (2024). Transformasi digital sebagai bagian dari strategi pemasaran rumah sakit: Literature review. Media Publikasi Promosi Kesehatan Indonesia, 7(2), 265–272. https://doi.org/https://doi.org/10.56338/mppki.v7i2.4283
Ngongoloy, H. F., & Astutik, R. Y. (2025). Peningkatan Kualitas Pelayanan melalui Evaluasi Kepuasan Pasien di Unit Gawat Darurat dengan Pendekatan Net Promoter Score. Kolaborasi: Jurnal Pengabdian Masyarakat, 5(6), 938–946. https://doi.org/https://doi.org/10.56359/kolaborasi.v5i6.711
Oktalia, S., Tjokro, S. H., & Kurniawan, A. (2025). Kepuasan pasien rawat jalan terhadap fitur pendaftaran online aplikasi Mobile JKN di RS PKU Muhammadiyah Surabaya. Jurnal Kesehatan Tambusai, 6(3), 12075–12083.
Philpot, L. M., Khokhar, B. A., DeZutter, M. A., Loftus, C. G., Stehr, H. I., Ramar, P., Madson, L. P., & Ebbert, J. O. (2019). Creation of a Patient-Centered Journey Map to Improve the Patient Experience: A Mixed Methods Approach. Mayo Clinic Proceedings. Innovations, Quality & Outcomes, 3(4), 466–475. https://doi.org/10.1016/j.mayocpiqo.2019.07.004
Reichheld, F. (2003). The one number you need to grow. Harvard Business Review, 81(12), 46-54,124. https://hbr.org/2003/12/the-one-number-you-need-to-grow
Reichheld, F. F., & Markey, R. (2011). The ultimate question 2.0: How Net Promoter companies thrive in a customer-driven world. Harvard Business Press.
Rosenbaum, M. S., Otalora, M. L., & Ramírez, G. C. (2017). How to create a realistic customer journey map. Business Horizons, 60(1), 143–150. https://doi.org/https://doi.org/10.1016/j.bushor.2016.09.010
Sellnow, T. L., & Seeger, M. W. (2021). Theorizing Crisis Communication (2nd ed.). John Wiley & Sons.
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D – MPKK: Vol. Cetakan 4 (2nd ed.). Alfabeta.
Voorheis, P., Wong, J. V., Lazarevic, N., Imtiaz, B., Bhuiya, A., & Steele Gray, C. (2025). Using Journey Mapping and Service Blueprinting to Design Digital Health Behavior Change Innovations: A Scoping Review. Journal of Diabetes Science and Technology, 19(5), 1196–1214. https://doi.org/10.1177/19322968251334396
Wager, K. A., Lee, F. W., & Glaser, J. P. (2022). Health Care Information Systems: A Practical Approach for Health Care Management (5th ed.). John Wiley & Sons.
Wolstenholme, D., Ross, H., Crick, T., & Bowen, S. (2020). Using patient journey mapping to improve health care services. Journal of Health Design,. https://doi.org/https://doi.org/10.21853/JHD.2020.94
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Yogi Friando
This work is licensed under a Creative Commons Attribution 4.0 International License.
