Hastane-Hasta İlişkisi Bağlamında Hasta Sadakati: Sosyal Medyanın Aracı Rolü

Yıl 2019, Cilt: 6 Sayı: 1, 783 - 804, 21.01.2019

Hikmet Tosyalı , Cem Sefa Sütçü Furkan Tosyalı

https://doi.org/10.17680/erciyesiletisim.454347

Cited By: 4

Öz

Bu çalışma, sosyal medyanın hasta sadakati üzerindeki rolünü incelemeyi
hedeflemiştir. Hasta sadakatini değerlendirmek için; hastalar tarafından sosyal
medyada paylaşılan memnuniyeti, hasta güvenini, sosyal medya üzerinde hastanehasta iletişiminin gücünü ve hastanenin sosyal medyada algılanan imajını test eden
bir ölçüm envanteri, ilgili literatür temel alınarak geliştirilmiştir. Veriler çevrimiçi
anket vasıtasıyla 625 kişiden toplanmıştır. Literatürde yer alan bulgular göz önünde
bulundurularak hipotezler geliştirilmiş ve hasta sadakatini yordayan değişkenlerin
Yapısal Eşitlik Modeli (YEM) aracılığı ile incelenmesi amaçlanmıştır. Çalışmanın
sonuçları, sosyal medyada hastalar tarafından paylaşılan memnuniyetin; yordayıcı
değişkenler (hasta güveni, sosyal medya üzerinde hastane-hasta iletişiminin gücü,
hastanenin sosyal medyada algılanan imajı) ve hasta sadakati arasındaki ilişki
üzerinde aracı değişken olduğunu göstermiştir. Bulgular, hastanelerin müşterileri
olan sadık hastalar kazanma noktasında özgün ampirik bir model sağlamakla
beraber sosyal medyanın sağlık iletişimindeki önemini vurgulamaktadır.

Anahtar Kelimeler

Sağlık İletişimi, Hasta Sadakati, Hasta Memnuniyeti, Hasta İlişkileri Yönetimi, Sosyal Medya

Patient Loyalty in the HospitalPatient Relationship: The Mediating Role of Social Media

Öz

This study aimed to investigate role of social media on patient loyalty. Based on
related literature review, for assessing patient loyalty, a measurement scale, testing
satisfaction shared by patient through social media, patient trust, strength of
hospital-patient communication on social media, and perceived image of hospital
on social media was developed. The data was collected from 625 patients by selfadministered online questionnaires. Hypotheses about the role of social media
were suggested based on existing body of knowledge so that we aimed to examine
underlying mechanism between the predictors and patient loyalty by means of
Structural Equation Modelling (SEM) framework. Findings demonstrated that
satisfaction, shared by patients through social media, mediated the association
between patient trust, strength of hospital-patient communication on social media,
perceived image of hospital on social media, and patient loyalty. The findings
provide an original empirical model with respect to gaining loyal patients whom
are customers of hospitals and highlight the important role of social media in health
communication.

Anahtar Kelimeler

Health Communication, Patient Loyalty, Patient Satisfaction, Patient Relationship Management, Social Media

Kaynakça

• Akın, A., and Ersoy, K. (2012). 2050'ye Doğru Nüfusbilim ve Yönetim: Sağlık Sistemine Bakış. Project Report, United Nations Population Fund.
• Alrubaiee, L., and Al-Nazer, N. (2010). Investigate the impact of relationship marketing orientation on customer loyalty: The customer's perspective. International Journal of Marketing Studies, 2(1), 155-174.
• Alshaikh, F., Ramzan, F., Rawaf, S., and Majeed, A. (2014). Social network sites as a mode to collect health data: a systematic review. Journal of medical Internet research, 16(7), e171.
• Amin, M., and Zahora Nasharuddin, S. (2013). Hospital service quality and its effects on patient satisfaction and behavioral intention. Clinical Governance: An International Journal, 18(3), 238-254.
• Astuti, H. J., and Nagase, K. (2014). Patient loyalty to healthcare organizations: Relationship marketing and satisfaction. International Journal of Management and Marketing Research, 7(2), 39-56.
• Baker, R., Mainous Iii, A. G., Gray, D. P., and Love, M. M. (2003). Exploration of the relationship between continuity, trust in regular doctors and patient satisfaction with consultations with family doctors. Scandinavian journal of primary health care, 21(1), 27-32.
• Barksdale, H. C., Johnson, J. T., and Suh, M. (1997). A relationship maintenance model: A comparison between managed health care and traditional fee-for-service. Journal of Business Research, 40(3), 237-247.
• Belás, J., and Gabcova, L. (2016). The relationship among customer satisfaction, loyalty and financial performance of commercial banks. E+ M Ekonomie a Management, 1, 132-146.
• Bodet, G. (2008). Customer satisfaction and loyalty in service: Two concepts, four constructs, several relationships. Journal of retailing and consumer services, 15(3), 156-162.
• Burgener, A. M. (2017). Enhancing Communication to Improve Patient Safety and to Increase Patient Satisfaction. The health care manager, 36(3), 238-243.
• Chahal, H., and Kumari, N. (2011). Evaluating customer relationship dynamics in healthcare sector through indoor patients' judgement. Management Research Review, 34(6), 626-648.
• Chahal, H., and Bala, M. (2012). Significant components of service brand equity in healthcare sector. International journal of health care quality assurance, 25(4), 343-362.
• Chang, C.W., Tseng, T.H., and Woodside, A.G. (2013). Configural algorithms of patient satisfaction, participation in diagnostics, and treatment decisions influences on hospital loyalty. Journal of Services Marketing, 27(2), 91-103.
• Chiu, C. M., Chang, C. C., Cheng, H. L., and Fang, Y. H. (2009). Determinants of customer repurchase intention in online shopping. Online information review, 33(4), 761-784.
• Chou, J. S., and Kim, C. (2009). A structural equation analysis of the QSL relationship with passenger riding experience on high speed rail: An empirical study of Taiwan and Korea. Expert Systems with Applications, 36(3), 6945-6955.
• Cooper, S. (2012). New study shows 72 percent of European online consumers are social health users. Retrieved: February 22, 2018, https://www.fiercehealthcare.com/healthcare/new-study-shows-72-percent-european-online-consumers-are-social-health-users.
• Curasi, C., and Kennedy, K. (2002). From prisoners to apostles: a typology of repeat buyers and loyal customers in service businesses. Journal of Services Marketing, 16(4), 322-341.
• De Martino, I., D’Apolito, R., McLawhorn, A. S., Fehring, K. A., Sculco, P. K., and Gasparini, G. (2017). Social media for patients: benefits and drawbacks. Current reviews in musculoskeletal medicine, 10(1), 141-145.
• Derin, N., and Demirel E.T. (2013). Scale Development Study Aimed at Patient Satisfaction Which is the Quality Indicator in Medical Services. International Journal of Social Science, 6(2), 1111-1130.
• Dwyer, F. R., Schurr, P. H., and Oh, S. (1987). Developing buyer-seller relationships. The Journal of marketing, 51(2), 11-27.
• Erdoğmuş, İ. E., and Çiçek, M. (2012). The impact of social media marketing on brand loyalty. Procedia Social and Behavioral Sciences, 58, 1353-1360.
• Fox, S., and Duggan M. (2013). One in three American adults have gone online to figure out a medical condition. Retrieved: September 5, 2017, http://www.pewinternet.org/2013/01/15/health-online-2013/?beta=true&utm_expid=53098246-2.Lly4CFSVQG2lphsg-KopIg.1.
• Gee, R., Coates, G., and Nicholson, M. (2008). Understanding and profitably managing customer loyalty. Marketing Intelligence & Planning, 26(4), 359-374.
• Geyskens, I., Steenkamp, J. B. E., and Kumar, N. (1999). A meta-analysis of satisfaction in marketing channel relationships. Journal of marketing Research, 36(2), 223-238.
• Gremler, D. D., and Brown, S. W. (1996). Service loyalty: its nature, importance, and implications. Advancing service quality: A global perspective, 5, 171-181.
• Griffis, H. M., Kilaru, A. S., Werner, R. M., Asch, D. A., Hershey, J. C., Hill, S., and Merchant, R. M. (2014). Use of Social Media Across US Hospitals: Descriptive Analysis of Adoption and Utilization. Journal of Medical Internet Research, 16(11), e264.
• Hall, M. A., Dugan, E., Zheng, B., and Mishra, A. K. (2001). Trust in physicians and medical institutions: what is it, can it be measured, and does it matter?. The milbank quarterly, 79(4), 613-639.
• Hesse, B. W., Moser, R. P., and Rutten, L. J. (2010). Surveys of physicians and electronic health information. New England Journal of Medicine, 362(9), 859-860.
• Househ, M., Borycki, E., and Kushniruk, A. (2014). Empowering patients through social media: the benefits and challenges. Health informatics journal, 20(1), 50-58.
• Hu, L. T., and Bentler, P. M. (1998). Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification. Psychological methods, 3(4), 424-453.
• IMS Institute. (2014). Engaging patients through social media. Retrieved: October 4, 2017, http://magazine.imshealth.it/wp-content/uploads/2015/09/IIHI_Social_Media_Report.pdf.
• Institute for Healthcare Communication. (2011). Impact of Communication in Healthcare. Retrieved: October 4, 2017, http://healthcarecomm.org/about-us/impact-of communication-in-healthcare.
• Issa, T., and Isaias, P. (2016). Internet factors influencing generations Y and Z in Australia and Portugal: A practical study. Information Processing & Management, 52(4), 592-617.
• Juhana, D., Manik, E., Febrinella, C., and Sidharta, I. (2015). Empirical study on patient satisfaction and patient loyalty on public hospital in Bandung, Indonesia. International Journal of Applied Business and Economic Research, 13(6), 4305-4326.
• Kaplan, A. M., and Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
• Keating, N. L., Green, D. C., Kao, A. C., Gazmararian, J. A., Wu, V. Y., and Cleary, P. D. (2002). How are patients' specific ambulatory care experiences related to trust, satisfaction, and considering changing physicians?. Journal of general internal medicine, 17(1), 29-39.
• Kessler, D. P., and Mylod, D. (2011). Does patient satisfaction affect patient loyalty?. International journal of health care quality assurance, 24(4), 266-273.
• Khan, M. M., and Fasih, M. (2014). Impact of Service Quality on Customer Satisfaction and Customer Loyalty: Evidence from Banking Sector. Pakistan Journal of Commerce & Social Sciences, 8(2), 331-354.
• Kim, H. B., and Kim, W. G. (2005). The relationship between brand equity and firms’ performance in luxury hotels and chain restaurants. Tourism management, 26(4), 549-560.
• Kim, K. J., Jeong, I. J., Park, J. C., Park, Y. J., Kim, C. G., and Kim, T. H. (2007). The impact of network service performance on customer satisfaction and loyalty: High speed internet service case in Korea. Expert Systems with Applications, 32(3), 822-831.
• Kumar, V., and Shah, D. (2004). Building and sustaining profitable customer loyalty for the 21st century. Journal of Retailing, 80(4), 317-329.
• Kumar, R., Dash, S., and Purwar, P. (2013). The nature and antecedents of brand equity and its dimensions. Marketing Intelligence & Planning, 31(2), 141-159.
• Kumar, N. P., Jacob, A., and Thota, S. (2014). Impact of healthcare marketing and branding on hospital services. International Journal of Research Foundation of Hospital & Healthcare Administration, 2(1), 19-24.
• Kurtuldu, H. S., Çilingir, Z., and Yıldız, S. (2008). Effect of Underpinning of Relationship Marketing on Customer Loyalty: An Application in the Banking Sector. M. Ş. Akdoğan (Ed.). 13. Ulusal Pazarlama Kongresi: 25-29 Ekim 2008-Nevşehir: Bildiriler (pp. 315-325). Nevsehir: Nevşehir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Yayınları.
• Lai-Ming Tam, J. (2012). The moderating role of perceived risk in loyalty intentions: an investigation in a service context. Marketing Intelligence & Planning, 30(1), 33-52.
• Laroche, M., Habibi, M. R., and Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media?. International Journal of Information Management, 33(1), 76-82.
• Lee, M. C. (2010). Explaining and predicting users’ continuance intention toward e-learning: An extension of the expectation–confirmation model. Computers & Education, 54(2), 506-516.
• Lin, H. H., and Wang, Y. S. (2006). An examination of the determinants of customer loyalty in mobile commerce contexts. Information & management, 43(3), 271-282.
• Lombardi, G. (2012). How to Use Social Media to Cultivate Patient Loyalty. Retrieved: November 3, 2017, https://www.dentaleconomics.com/articles/print/volume-102/issue-12/technology-needs/how-to-use-social-media-to-cultivate-patient-loyalty.html.
• Marley, K. A., Collier, D. A., and Meyer Goldstein, S. (2004). The role of clinical and process quality in achieving patient satisfaction in hospitals. Decision Sciences, 35(3), 349-369.
• Matzler, K., Renzl, B., and Faullant, R. (2007). Dimensions of price satisfaction: a replication and extension. International Journal of Bank Marketing, 25(6), 394-405.
• Milutinovic, D., Brestovacki, B., and Martinov-Cvejin, M. (2009). Patients' satisfaction with nursing care as an indicator of quality of hospital service. Health MED, 3(4), 412-419.
• Minser, J., and Webb, V. (2010). Quantifying the benefits: application of customer loyalty modeling in public transportation context. Transportation Research Record: Journal of the Transportation Research Board, 2144, 111-120.
• Morgan, R. M., and Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The journal of marketing, 58(3), 20-38.
• Muthén, L.K., and Muthén, B.O. (2010). Mplus user’s guide.
• Nakip, M., and Özçiftçi, V. (2015). Relationship Marketing and Patient Satisfaction in Medical Services: Implementation in Family Practice Centers in Aksaray. Erciyes University Journal of Faculty of Economics and Administrative Sciences, 46, 1-20.
• Ndubisi, N. O. (2012). Mindfulness, reliability, pre-emptive conflict handling, customer orientation and outcomes in Malaysia's healthcare sector. Journal of Business Research, 65(4), 537-546.
• Oliver, R. L. (1999). Whence consumer loyalty?. The Journal of Marketing, 63, 33-44.
• Papatya, G., Papatya, N., and Hamsioglu, A. B. (2012). Sağlık İşletmelerinde Algılanan Hizmet Kalitesi ve Hasta Memnuniyeti: İki Özel Hastanede Karşılaştırmalı Bir Araştırma. Kırıkkale Üniversitesi Sosyal Bilimler Dergisi, 2(1), 87-108.
• Patawayati, D. Z., Setiawan, M., and Rahayu, M. (2013). Patient satisfaction, trust and commitment: Mediator of service quality and its impact on loyalty (an empirical study in Southeast Sulawesi Public hospitals). IOSR Journal of Business and Management, 7(6), 1-14.
• Pearson, S. D., and Raeke, L. H. (2000). Patients' trust in physicians: many theories, few measures, and little data. Journal of general internal medicine, 15(7), 509-513.
• Pişgin, A., and Ateşoğlu, I. (2015). The Effects of Customer Satisfaction and Switching Costs on Customer Loyalty in Health Care. Journal of Business Research Turk, 7(4), 251-271.
• Platonova, E. A., Kennedy, K. N., and Shewchuk, R. M. (2008). Understanding patient satisfaction, trust, and loyalty to primary care physicians. Medical Care Research and Review, 65(6), 696-712.
• Qin, H., and Prybutok, V. R. (2013). A quantitative model for patient behavioral decisions in the urgent care industry. Socio-Economic Planning Sciences, 47(1), 50-64.
• Risson, V., Saini, D., Bonzani, I., Huisman, A., and Olson, M. (2016). Patterns of Treatment Switching in Multiple Sclerosis Therapies in US Patients Active on Social Media: Application of Social Media Content Analysis to Health Outcomes Research. Journal of Medical Internet Research, 18(3), e62.
• Roberge, D., Beaulieu, M. D., Haddad, S., Lebeau, R., and Pineault, R. (2001). Loyalty to the regular care provider: patients' and physicians' views. Family Practice, 18(1), 53-59.
• Schers, H., Webster, S., van den Hoogen, H., Avery, A., Grol, R., and van den Bosch, W. (2002). Continuity of care in general practice: a survey of patients' views. British Journal of General Practice, 52(479), 459-462.
• Severi, E., and Ling, K. C. (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9(3), 125-137.
• Srivastava, R. K., and Kumar, S. J. (2014). Understanding of consumer’s awareness about brands in pharmaceutical industry: An empirical study. Journal of Medical Marketing, 14(2-3), 99-107.
• Suki, N. M. (2011). A structural model of customer satisfaction and trust in vendors involved in mobile commerce. International Journal of Business Science and Applied Management, 6(2), 17-30.
• Sumaedi, S., Bakti, I. G. M. Y., Rakhmawati, T., Astrini, N. J., Yarmen, M., and Widianti, T. (2015). Patient loyalty model: An extended theory of planned behavior perspective (a case study in Bogor, Indonesia). Leadership in Health Services, 28(3), 245-258.
• Sütcü, C. S., and Erdal, C. (2014). A research on effectiveness of social media practices of hospitals’ public relations department in Turkey. Istanbul University Faculty of Communication Journal, 46, 83-106.
• Thom, D. H., Ribisl, K. M., Stewart, A. L., and Luke, D. A. (1999). Further validation and reliability testing of the Trust in Physician Scale. Medical care, 37(5), 510-517.
• Turkish Statistical Institute. (2015). Hanehalkı Bilişim Teknolojileri Kullanım Araştırması. Retrieved: December 16, 2016, http://www.tuik.gov.tr/PreHaberBultenleri.do?id=18660.
• United Nations. (2009). World Population to Exceed 9 Billion by 2050: Developing Countries to Add 2.3 Billion Inhabitants with 1.1 Billion Aged Over 60 and 1.2 Billion of Working Age. Retrieved: December 15, 2016, http://www.un.org/esa/population/publications/wpp2008/pressrelease.pdf.
• Van Muhlen, M., and Ohno-Machado, L. (2012). Reviewing social media use by clinicians. Journal of the American Medical Informatics Association, 19(5), 777-781.
• Wei-Jiao, Z., Qiao-Qin, W., Cong-Ying, L., Xiao-Lin, F., and Shao-Mei, S. (2017). Determinants of patient loyalty to healthcare providers: An integrative review. International Journal for Quality in Health Care, 29(4), 442-449.
• Wong, A., and Sohal, A. (2003). Service quality and customer loyalty perspectives on two levels of retail relationships. Journal of services marketing, 17(5), 495-513.
• Wu, C. C. (2011). The impact of hospital brand image on service quality, patient satisfaction and loyalty. African Journal of Business Management, 5(12), 4873-4882.
• Zachariae, R., Pedersen, C. G., Jensen, A. B., Ehrnrooth, E., Rossen, P. B., and von der Maase, H. (2003). Association of perceived physician communication style with patient satisfaction, distress, cancer-related self-efficacy, and perceived control over the disease. British journal of cancer, 88(5), 658-665.
• Zeithaml, V. A., Berry, L. L., and Parasuraman, A. (1996). The behavioral consequences of service quality. The Journal of Marketing, 60(2), 31-46.
• Zhou, W. J., Wan, Q. Q., Liu, C. Y., Feng, X. L., and Shang, S. M. (2017). Determinants of patient loyalty to healthcare providers: An integrative review. International Journal for Quality in Health Care, 29(4), 442-449.