Chapter 13 : Designing and Managing Services OMNI INTERNATIONAL HOSPITAL vs PRITA MULYASARI

Prepared by Rio Benedicto Bire 1157025 Tito Alfani 1157049 Tyasadi Sunarjati 1157050
MASTER OF MANAGEMENT PROGRAM FACULTY OF ECONOMICS AND BUSINESS GAJAH MADA UNIVERSITY 2011

Case Overview
After receiving poor treatment at Omni International Hospital, Prita wrote an email in September 2008 detailing her experience to friends, which was soon rapidly distributed across forums via online mailing lists. y Once the email became public knowledge, Omni International Hospital responded by filing a criminal complaint and a civil lawsuit against Prita. She was then arrested on May 13, 2009, by the Banten Provincial Prosecutors Office. She was charged under Articles 310 and 311 of the Criminal Code regarding defamation and Article 27 of the ITE Law. Prita faced a maximum six years imprisonment and fines of up to IDR 1 billion as a result of a sending this straightforward email of complaint.
y

Case Overview Cont.

y

Once the case generated massive public attention, the Tangerang district court trying Prita began to feel the pressure. Rallies were held across the country by those (40.000 blogger and society, RI 1 and RI 2) who empathised with this normal, everyday mother suddenly behind bars away from her children. Prita was released from detention on June 3 and ordered to remain under city arrest due to humanitarian reasons before facing court on June 25, 2009 for her criminal defamation trial. There, before the prosecutors or defendants had even presented their witnesses, the judges threw the case out in a preliminary ruling, claiming prosecutors could not apply the ITE law. The judges thought that the law was not yet effective since the Government Regulation has not yet been enacted. Even before this final trial session, the Attorney General Office (AGO) had begun investigating the Banten Provincial Prosecutors Office formalpractice and potential corruption throughout the case.

Case Focus
Service Failure y Service Commitment y Customer Relation and Support y Case Evaluation Opportunity :
y

Word of mouth Internet Marketing Branding

Service Failure
y

Because services have certain characteristic, it will need some strategies to provide better or superior services, in this case, based on the result, we can say OMNI INTERNATIONAL HOSPITAL have failed to perform some of these strategies related with chapter 13 :
Invest in good hiring and training procedures; Standardize the service- performance process throughout the organization; Monitor customer satisfaction.

Service Commitment
y

International Hospital Concept

Have the International word in the brand name but doesnt have related ISO; According Ministry of Health of Indonesia this could be a misslead in interpretation because no foreign ownership in the Omni Hospital organizational structure.

Customer Relationship and Support

According to the chapter 13 (page 405), every complaint is a gift if handled well; y This related with employees empowerment that will right remedy upon a specific complaint on the spot; y The company who want gain goodwill from the customer must encourage the customers to give feedback about the service performance.
y

Case Evaluation & Recommendation

1.

Service consumer generally rely on word of mouth rather than advertising Opportunity in branding :
o Every approach done by the customer (Prita) must identified as a gap of relation so the management must fill the gap with take initiative action; o The Official website cannot accesed The potential gap

2.

Conduct Alternative Dispute Resolution that is including :

a. b. c. d. Negotiation; Mediation; Collaborative Law; Arbitration.

3.

Avoid court involvement because it will attract mass media and could bring bad publicity; Holistic marketing - conduct a proper both, internal and external marketing to maintain the loyalty

4.