ÖZEL VE KAMU HASTANELERİNİN ALGILANAN KURUMSAL İTİBAR VE İMAJ AÇISINDAN KARŞILAŞTIRILMASI

Bu çalışma ile, Ankara’da bulunan özel ve kamu hastanelerinde görev yapmakta olan hastane yöneticilerinin ve bu hastanelere başvuran poliklinik hastalarının kurumsal itibar ve imaj algılarına dayanılarak özel ve kamu hastanelerinin kurumsal itibar ve imajları arasında farklılık olup olmadığının belirlenmesi amaçlanmıştır. Araştırmada, kurumsal itibar ve imaj algılarının tespit edilmesi için Ankara metropolitan alanda bulunan toplam yirmi hastaneye başvuran 400 poliklinik hastası ve bu hastanelerde görev yapmakta olan 90 hastane üst yöneticisine anket uygulanmıştır. Araştırma sonucunda özel ve kamu hastanelerinin kurumsal imaj ve itibarları arasında farklılıklar olduğu görülmüştür. Elde edilen sonuçlar sağlık hizmetlerinde pazarlama konulu araştırmalar yapan araştırmacılar ve profesyonel yöneticiler için yararlı bilgiler sunacaktır.

Anahtar Kelimeler:

Kurumsal İtibar, Kurumsal İmaj, Hastane Mülkiyet Türü, Kamu Hastanesi, Özel Hastane

COMPARISON OF THE PUBLIC AND PRIVATE HOSPITALS PERCEPTION OF CORPORATE REPUTATION AND IMAGE

The aim of this study is to determine whether there is a significant difference between the corporate reputation and image of public and private hospitals in Ankara by hospital managers and patients perceptions. Questionnaire was used as the instrument for data collection in this study. Questionnaire forms were distributed to a total of 400 patients and 90 hospital managers. As a result it was seen that the reputation and image scores of hospitals differed by wheather hospitals were public or private . The findings of the research may provide useful information to public and private hospital managers to make a decision toward improving their hospitals’ reputation and image, and to manage the relationships among image, reputation

Keywords:

Corporate Reputation, Corporate Image, Hospital Owbership, Public Hospital, Private Hospital,

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