HASTANELERİN TERCİH EDİLME SIKLIĞI İLE KURUMSAL İTİBAR VE İMAJLARI ARASINDAKİ İLİŞKİ

Bu araştırmada hastanelerin tercih edilme sıklığı ile kurumsal itibar ve imajları arasındaki ilişkinin ortaya konmasıamaçlanmıştır.BuamaçlaAnkarailimetropolitan alandabulunanhastaneü styö neticilerivehastalara anket uygulanmıştır.Hastane tercih sıklığıile kurumsal itibarveimajalgısıarasındakiilişkininbelirlenmesinde Spearmankorelasyonanalizindenyararlanılmıştır.Araş- tırma sonucunda, hastalar ve yö neticilerin hastanelerin imajveitibarıileilgilideğerlendirmeleriarasındafarklı- lıklar olduğu tespit edilmiştir. Bunun yanı sıra hem ü st yö neticilerhemdehastalartarafındankamuhastaneleri daha fazla tercih ediliyor olmalarına rağmen kurumsal itibarveimajileilgilideğerlendirmelerdeö zelhastaneler dahaü stsıralardayeralmaktadır.Ayrıcatercihsıklı- ğıilekurumsalitibarınaltboyutlarındantedavimaliyetleri arasındanegatifyö nlü birilişkiolduğugö rülmektedir (r=-0.45,p¬4.49).Araştırmasonuçlarıhastaneyöneticilerinerekabetteavantaj kazanmak ve paydaşlarıngö - zü ndedeğeryaratmakiçinyararlıö nerilersunmaktadır.

THE RELATIONSHIP BETWEEN PERCEPTION OF CORPORATE REPUTATION AND IMAGE WITH HOSPITAL CHOICE

In this study it was aimed to identify the relationship between perceptions of corporate reputation and image with frequency of hospital choice. For this purpose, questionnaire forms were distributed to top managers of hospitals and patients in Ankara metropolitan area. Spearman correlation coef icient is used for analysing the relationship between frequency of hospital choice and perception of corporate reputation and image. At the end of the analysis, there were differences between patients and hospital managers evaluations about corporate reputation and image. Furthermore, despite public hospitals were more preferable than private ones, private hospitals were at the top in corporate reputation and image assessments. Besides, cost of treatment which is one of the sub dimensions of corporate reputation, had negative relationship with frequency of hospital choice (r=-0.45, p¬4.49). The results of this study makes useful suggestions to hospital managers for gaining advantage in competition and creating value in the eyes of stakeholdeAlpha

PDF

___

1. Nguyen N, Leblanc G. Corporate image and corporate reputation in customers retention decisions in services. Journal of Retailing and Consumer Services 2001;8: 227-236.
2. Williams R J, Schnake M E, Fredenberger W. The impact of corporate strategy on a irms reputation. Corporate Reputation Review 2005; 8: 187-197.
3. Javalgi R O, Rao S R, Thomas E G. Choosing a hospital: Analysis of consumer tradeoffs. Journal of Health Care Marketing 1991;11: 12-22.
4. Abraham T. Identifying the Parameters of Corporate Reputation for the Hospital Industry in Singapore, Doctoral Thesis, University of South Australia, Singapore, 2007.
5. Karaosmanoğlu E. Determinants of Corporate Image formation: A Consumer-Level Model Incorporating Corporate Identity Mix Elements and Unplanned Communication Factors, Doctoral Thesis, University of Warwick, 2006.
6. Kotler P. Marketing ManagementAnalysis, Planning, Implementation, and Control, 7th ed. New Jersey: Prentice-Hall International. 2001, pp 80-120.
7. Sloane G, Tidwell P, Hors ield M. Identi ication of the decision maker for a patient's hospital choice. Journal of Hospital Marketing 1999; 13: 57-77.
8. Andaleeb SS. Public and private hospitals in Bangladesh: Service quality and predictors of hospital choice. Health Policy and Planning 1998;15: 95-102.
9. Camilleri D. O'Callaghan M. Comparing public and private hospital care service quality. International Journal of Health Care Quality Assurance Incorporating Leadership in Health Services 1998; 11: 127- 133.
10. Price I, Matzdorf F, Smith L, et al. The impact of facilities on student choice of university. Facilities 2003; 21: 212-222.
11. Romano PS, Mutter R. The evolving science of quality measurement for hospitals: Implications for studies of competition and consolidation. Internati- onal Journal of Health Care Finance and Economics 2004; 4: 131157.
12. Moscone F, Tosetti E, Vittadini G. Social interaction in patient's hospital choice: Evidence from Italy. Journal of the Royal Statistical Society 2012; 175: 453-472.
13. Mechanic D, Meyer S. Concepts of trust among patents with serious illness. Social Science & Medicine 2000; 51: 657-668.
14. Mahon J, Wartick S L. Corporate social performance pro iling: Using multiple stakeholder perceptions to assess a corporate reputation. Journal of Public Affairs 2012; 12: 12-28.
15. Helm S. Employees' awareness of their impact on corporate reputation. Journal of Business Research 2011; 64: 657-663.
16. Musteen M, Datta D K. Corporate reputation: Do board characteristics matter? Br J Management