SEGMENTATION ANALYSIS OF SATISFACTION FACTORS OF MILLENNIAL MOMS DURING THEIR MATERNITY PERIOD TOWARD HOSPITAL SERVICES IN INDONESIA

Abstract

The development of mother and child hospitals, accompanied by a high birth rate, makes
Indonesia a potential market for the healthcare business. The current trend is the presence of
millennial moms whose characteristics are different from the previous generations. The
purpose of this research is to perform the segmentation analysis of millennial moms based on
the factors that influence their satisfaction during the maternity period (pre and post) in
hospital. This research used the quantitative method with 384 millennial moms as the
respondents. The results show that they experienced maternity process in the hospital or were
in the pregnancy period. The satisfaction factors tested in this research are empathy,
reliability, availability, tangibility, technology, infrastructure, communication,
responsiveness, assurance, and reputation.