Hizmet Deneyimi Sonucu Olumsuz Hasta Davranışlarında Algılanan Kurumsal İtibarın Aracı Rolü

Bu araştırmanın amacı, hizmet deneyiminin, olumsuz hasta davranışlarına olan etkisi ve kurumsal itibarın bu etki üzerindeki aracı rolünü incelemektir. Araştırma verileri Türkiye’de son bir yıl içerisinde sağlık hizmeti kullanan yetişkin bireylerden kolayda olasılıklı örneklem yöntemi kullanılarak çevrimiçi anketile elde edilmiştir. Araştırma kapsamında 844 katılımcıya ulaşılmıştır. Anket formu dört bölümden oluşmaktadır. İlk bölüm, katılımcıların demografik özelliklerini içeren üç ifadeden (yaş, cinsiyet, hastane türü) oluşmaktadır. İkinci bölümde Zeithaml ve diğerleri tarafından geliştirmiş olumsuz davranış tepkileri ölçeği kullanılmıştır. Üçüncü bölümde Boakye ve diğerleri geliştirdiği hizmet deneyimi ölçeği kullanılmıştır. Son bölümde ise Torres ve diğerleri tarafından geliştirilen kurumsal itibar ölçeği kullanılmıştır. Araştırma bulgularına göre hizmet deneyimi, şikâyet etme (β=-0.147), olumsuz ağızdan ağıza iletişim (β=-0.233) ve kurum değiştirme (β=-0.165) davranışlarını etkilemekte fakat eylemsizlik üzerinde bir etkiye sahip değildir. Ayrıca hizmet deneyiminin hasta davranışına olan etkisinde algılanan kurumsal itibarın aracı rolü bulunmaktadır. Sonuç olarak hastalar olumsuz bir deneyim yaşadıklarında, sağlık kurumunu şikâyet edebilir, değiştirebilir veya sözlü olarak çevresine kötüleyebilir. Ayrıca sağlık hizmeti sunan kurumlar, itibarlarını güçlendirdiği takdirde olumsuz hasta davranışlarını engelleyebilir. Dolayısıyla sağlık kurumları, hastaların hizmet deneyimlerini iyileştirmek için çaba göstermeli ve itibarlarını güçlendirmelidir.

Anahtar Kelimeler:

Hizmet Deneyimi, Olumsuz Hasta Davranışı, Kurumsal İtibar, Şikâyet Etme, Olumsuz Ağızdan Ağıza İletişim, Kurum Değiştirme, Eylemsizlik

The Mediating Role of Perceived Institutional Reputation in Negative Patient Behaviors as a Result of Service Experience

The aim of this study is to examine the effect of service experience on negative patient behaviors and the mediating role of corporate reputation on this effect. The research data were obtained from the adult individuals using health services in Turkey in the last year, by using the online questionnaire, using the easy probabilistic sampling method. The questionnaire form consists of four parts. The first part consists of three statements (age, gender, hospital type) containing the demographic characteristics of the participants. In the second part, negative behavioral responses scale developed by Zeithaml et al. was used. In the third part, the service experience scale developed by Boakye et al. was used. In the last part, the corporate reputation scale developed by Torres et al. was used. According to the research findings, service experience affects the behaviors of complaining (β=-0.147), negative word of mouth (β=-0.233) and switching (β=-0.165), but has no effect on interia. In addition, perceived corporate reputation has a mediating role in the effect of service experience on patient behavior. As a result, when patients experience a negative experience, they may complain, change or verbally disparage the health institution. In addition, healthcare providers can prevent negative patient behaviors if they strengthen their reputations. Therefore, healthcare institutions should strive to improve the service experience of patients and strengthen their reputations.

Keywords:

Service Experience, Negative Patient Behavior, Institutional Reputation Complaining, Negative Word of Mouth Communication, Switching, Interia, Patient, Hospital, Health Institution,

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