Ankara Metropolitan Alanda Bulunan Hastanelerin İtibar ve İmaj Algısı Açısından Kümelenmesi

Yıl 2015, Cilt: 20 Sayı: 1, 277 - 290, 01.03.2015

   arş.gör.uzm.songül Çınaroğlu

Öz

Perception of reputation and image towards an organization directs communication processes of a corporation with its stakeholders especially with consumers. In this study it was aimed to determine how total 16 hospitals clustering via perception of patients and hospital managers reputation and image which are private, public and teaching status and located in Ankara metropolitan area. Using expectation maximization method it was determined that optimum cluster number is 6 and cluster analysis made using k-medoid clustering algorithm. At the end of the analysis it was seen that private and public hospitals were in a two different clusters, teaching hospitals and university hospitals were separated from them, they were single clusters. Results of this study provide useful information for health policy makers about managing intangible assets like reputation and image

Anahtar Kelimeler

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ANKARA METROPOLİTAN ALANDA BULUNAN HASTANELERİN İTİBAR VE İMAJ ALGISI AÇISINDAN KÜMELENMESİ

Öz

Bir kuruma yönelik itibar ve imaj algısı o kurumun tüketiciler başta olmak üzere tüm paydaşlar ile kurduğu iletişim süreçlerini yönlendirmektedir. Bu araştırmada Ankara metropolitan alanda bulunan toplam 16 özel, kamu, eğitim-araştırma ve üniversite hastanesinin hastalar ve hastane yöneticilerinin itibar ve imaj algılarına göre nasıl kümelendiğinin belirlenmesi amaçlanmıştır. Çalışmada expectation maximization yöntemi kullanılarak optimum küme sayısı 6 olarak belirlenmiş ve k-medoid kümeleme algoritması kullanılarak kümeleme yapılmıştır. Analiz sonuçlarına göre özel hastanelerin ve kamu hastanelerinin iki ayrı kümede toplandıkları, eğitim ve araştırma hastaneleri ile üniversite hastanelerinin ise tek başlarına bir küme olarak ayrıldıkları görülmüştür. Araştırma sonuçları sağlık alanında politika yapıcılara itibar ve imaj gibi soyut varlıkların yönetimi konusunda yararlı bilgiler sunmaktadır

Anahtar Kelimeler

Kümeleme Analizi, İtibar, İmaj, Hastane, Expectation Maximization

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