KURUMSAL İTİBAR VE İMAJIN HASTANELERİN PERFORMANSI İLE İLİŞKİSİ

Yıl 2012, Cilt: 30 Sayı: 2, 27 - 55, 31.12.2012

Songül Çınaroğlu Bayram Şahin

Öz

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 algıları arasında fark olup olmadığının belirlenmesi ve kurumsal itibar ve imaj algılarının hastane performans göstergeleri ile ilişkisinin incelenmesi amaçlanmıştır. Araştırmada, kurumsal itibar ve imaj algılarının tespit edilmesi için Ankara metropolitan alanda bulunan toplam yirmi hastaneye Ocak-Temmuz 2011 tarihleri arasında başvuran 400 poliklinik hastası ve bu hastanelerde görev yapmakta olan 90 hastane üst düzey yöneticisine anket uygulanmıştır. Hastane performans göstergelerinin elde edilmesinde ikincil verilerden yararlanılmıştır. Araştırmada hastalar ve hastane yöneticilerinin kurumsal itibar ve imaj algıları arasında farklılıklar olduğu (p<0,05) bulunmuş ve kurumsal itibar ve imaj algısı ile personel memnuniyeti arasında güçlü bir ilişki olduğu belirlenmiştir. Araştırma sonuçları literatürde oldukça tartışılan bir konu olan algılanan kurumsal itibar ve imajın performans göstergelerine nasıl yansıdığı konusunda açıklayıcı bilgiler sunmaktadır.

 

 

Anahtar Kelimeler

Kurumsal itibar, kurumsal imaj, hastane performans göstergeleri

Kaynakça

• Abraham, T. (2007) Identifying The Parameters of Corporate Reputation for The Hospital Industry in Singapore, Doctoral Thesis, Singapore: University of South Australia.
• Albrecht, G., J. Hoogstraten (1998) ‘Satisfaction as a Determinant of Compliance’, Community Dentistry and Oral Epidemiology, 26(2), 139-146.
• Alsop, R.J. (2004) “Corporate Reputation: Anything But Superficial – The Deep But Fragile Nature of Corporate Reputation”, Journal of Business Strategy, 25(6), 21-29.
• Balmer, J.M.T. (1998) “Corporate Identity and The Advent of Corporate Marketing”, Journal of Marketing Management, 14(8), 963-996.
• Bergh, D.D., D.J. Ketchen, B. Boyd, J. Bergh (2010) “New Frontiers of the Reputation- Performance Relationship: Insights From Multiple Theories”, Journal of Management, 36(3), 620-632.
• Bismuth, A., Y. Tojo (2008) “Creating Value From Intellectual Assets”, Journal of Intellectual Capital, 9(2), 228-245.
• Brotherton, B., G. Adler (1999) An Integrative Approach to Enhancing Customer Value and Corporate Performance in The International Hotel Industry, International Journal of Hospitality Management, 18(3), 261-272.
• Brown, S.P., S.K. Lam (2008) “A Meta Analysis of Relationships Linking Employee Satisfaction To Customer Responses”, Journal of Retailing, 84(3), 243-255.
• Carmeli, A., A. Tishler (2005) “Academic Research Perceived Organizational Reputation and Organizational Performance: An Emprical Investigation of Industrial Enterprises”, Corporate Reputation Review, 8(1), 13-30.
• Castro, G.M., P.L. Saez, J.E.N. Lopez (2004) “The Role of Corporate Reputation in Developing Relational Capital”, Journal of Intellectual Capital, 5(4), 575- 585.
• Christian, R.C. (1959) “How Important Is The Corporate Image?”, Journal of Marketing, 79-80.
• Chun, R. (2005) “Corporate Reputation Meaning and Measurement”, International Journal of Management Reviews, 7(2), 91-109.
• Cravens, K.S., E.G. Oliver (2006) “Employees: The Key Link to Corporate Reputation Management”, Business Horizons, 49(4), 293-302.
• Curtright, J.W., S.C. Stolp-Smith, E.S. Edell (2000) “Strategic Performance Management: Development of a Performance Maesurement System at the Mayo Clinic”, Journal of Healthcare Management, 45(1), 58-68.
• Davies, G., R. Chun, M.A. Kamins (2010) “Reputation Gaps and the Performance of Service Organizations”, Strategic Management Journal, 31(5), 530-546.
• Deephouse, D.L. (1997) “The Effect of Financial and Media Reputation on Performance”, Corporate Reputation Review, 1(1,2), 68-71.
• DesHarnais, S.I., L.F. McMahon, R.T. Wroblewski, A.J. Hogan (1990) “Measuring Hospital Performance: The Development and Validation of Risk-Adjusted Indexes of Mortality, Readmissions and Complications”, Medical Care, 28(12), 1127-1141.
• Dimick, J.B., H.G. Welch, J.D. Birkmeyer (2004) “Surgical Mortality as an Indicator of Hospital Quality”, The Journal of American Medical Association, 292(7), 847-851.
• Flood, A.B., S.M. Shortell, R.W. Scott (1997) Organizational Performance Managing Efficiency and Effectiveness, Shortell, S.M., A.D. Kaluzny (ed.), Essentials of Health Care Management, London: Delmar Publishers 381-408.
• Fombrun, C. (1996) Realizing Value from Corporate Image, Boston: Harvard Business School Press. Boston.
• Gardberg, N.A. (2001) How Do Individuals Construct Corporate Reputations?: Examining the Effects of Stakeholders Status and Firm Strategy on Cognitive Elaboration and Schema Complexity about Firm Performance, A Dissertation, New York: New York University.
• Goldstein, S.M., P.T. Ward, G.K. Leong, T.W. Butler (2002) ‘The Effect of Location, Strategy and Operations Technology on Hospital Performance’ Journal of Operations Management, 20(1), 63-75.
• Gray, E.R., J.M.T. Balmer (1998) “Managing Corporate Image and Corporate Reputation”, Long Range Planning, 31(5), 695-702.
• Haas, J.S., E.F. Cook, A.L. Puopolo, H.R. Burstin, P.D. Cleary, T.A. Brennan (2000) ‘Is The Professional Satisfaction of General Internists Associated With Patient Satisfaction?’, Journal of General Internal Medicine, 15(2), 122-128.
• Hammond, S.A., J.W. Slocum (1996) “The Impact of Prior Firm Financial Performance on Subsequent Corporate Reputation”, Journal of Business Ethics, 15(2), 159-165.
• Helm, S. (2005) “Academic Resarch Designing a Formative Measure for Corporate Reputation”, Corporate Reputation Review, 8(2), 95-109.
• Hibbard, J.H., J. Stockard, M. Tusler (2005) “Hospital Performance Reports: Impact on Quality, Market Share and Reputation”, Health Affairs, 24(4), 1150-1160.
• Hurley, J.C. (2010) ‘Variation in Hospital Mortality Associated with Surgery’, The New England Journal of Medicine, 362, 78-79.
• Jacobs, R., P. Smith, M. Goddard (2007) The Development of Composite Indicators to Measure Health Care Performance, A. Neely (ed.) Business Performance Measurement Unifying Theories and Integrating Practice, Cambridge, U.K.: Cambridge University Press, 383-407.
• Javalgi, R., T. Whipple, M. McManamon, V. Edick (1992) “Hospital Image: A Correspondence Analysis”, Journal of Health Care Marketing, 12(4), 34- 40.
• Kadıbeşegil, S. (2006) İtibar Yönetimi İtibarınızı Yönetmekten Daha Önemli Bir İşiniz Var mı?, İstanbul: Mediacat Kitapları.
• Kaplan, S.R., D.P. Norton (1992) “Using Balanced Sorecard as a Strategic Management System”, Harvard Business Review, January-February, 3-13.
• Karaosmanoğlu, E. (2006) “Determinants of Corporate Image Formation: A Consumer-Level Model Incorporating Corporate Identity Mix Elements and Unplanned Communication Factors”, Doctoral Thesis, University of Warwick.
• Kotler, P., R.N Clarke (1987). Marketing for Health Care Organizations, New Jersey: Prentice Hall.
• Li, L.X., W.C. Benton (1996) “Performance Measurement Criteria in Health Care Organizations: Review and Future Research Directions”, European Journal of Operational Research, 93(3), 449-468.
• Marjamaa, R., A. Vakkuri, O. Kirvela (2008) ‘Operating Room Management: Why How and By Whom?’, Acta Anaesthesiologica Scandinavica, 52(5), 596- 600.
• McGuire, J.B., A. Sundgren, T. Schneeweis (1988), “Corporate Social Responsibility and and Firm Financial Performance”, The Academy of Management Journal, 31(4), 854-872.
• Nguyen, N., G. Leblanc (2001) “Corporate Image and Corporate Reputation in Customers Retention Decisions in Services”, Journal of Retailing and Consumer Services, 8, 227-236.
• Petrick, J.A., R.F. Scherer, J.D. Brodzinski, J.F. Quinn, M.F. Ainina (1999) “Global Leadership Skills and Reputational Capital: Intangible Resources for Sustainable Competitive Advantage”, Academy of Management Executive,13(1), 58-69.
• Pope, D. (2009) “Reacting to Rankings: Evidence from ‘America’s Best Hospitals”, Journal of Health Economics, 28(6), 1154-1165.
• Purbey, S., K. Mukherjee, B. Chandan (2007) “Reflective Practice: Performance Measurement System for Healthcare Processes”, International Journal of Productivity and Performance Management, 56(3), 241-251.
• Rayner, J. (2003) Managing Reputational Risk, Chichester: John Wiley & Sons.
• Riahi-Belkaoui, A. (2004) “Corporate Reputation, Internalization and The Market Valuation AdministrativeDevelopment,vol.2,http://www.iad.gov.qa/arabic/images/stor ies/document/ volu me2 / article6_2004.pdf Scientific Journal of
• Riel, V., C.B.M. Stroeker, O.J.M. Maathuis (1998) Measuring Corporate Images, Corporate Reputation Review, 1(4), 313-326.
• Roberts P.W., G.R. Dowling (2002) “Corporate Reputation and Sustained Superior Financial Performance”, Strategic Management Journal, 23, 1077-1093.
• Rose, C., S. Thomsen (2004) “The Impact of Corporate Reputation on Performance : Some Danish Evidence”, European Management Journal, 22(2), 201-210.
• Rothberg, M.B., E. Morsi, E.M. Benjamin, S.P. Pekow, P.K. Lindenauer (2008) “Market Watch: Choosing TheBest Hospital: The Limitations of Public Quality Reporting”, Health Affairs, 27(6), 1680-1687.
• Sabate, J.M.F., E.Q. Puente (2003) “Emprical Analysis of the Relationship between Corporate Reputation and Financial Performance: A Survey of the Literature”, Corporate Reputation Review, 6(2), 161-177.
• Schwaiger, M. (2004) “Components and Parameters of Corporate Reputation - An Emprical Study”, Schmalenbach Business Review, 56, 46-71.
• Selame, E., J. Selame (1988) The Company Image, New York: John Wiley&Sons.
• Sobol, M.G., G. Farrell (1988) “Corporate Reputation: A Function of Relative Size or Financial Performance?”, Review of Business and Economic Research, 24, 45-59.
• Srivastava, R.K., L. Fahey, H.K. Christensen (2001), The Resource-Based View and Marketing: The Role of Market-Based Assets in Gaining Competitive Advantage, Journal of Management, 27(6), 777-802.
• Stede, Van Der, W.A., C.W. Chow, T.W. Lin (2006) “Strategy, Choice of Performance Measures, and Performance”, Behavioral Research in Accounting, 18, 185- 205.
• Tucker, L, T.C. Melewar (2005) “Corporate Reputation and Crisis Management: The Threat and Manageability of Anti-Corporatism”, Corporate Reputation Review, 7(4), 377-387.
• Türk Dil Kurumu, (2005) Türkçe Sözlük (10.basım). Ankara: Türk Dil Kurumu.
• Wernerfelt, B. (1984) “The Resource-Based View of the Firm”, Strategic Management Journal, 5(2), 171–180.
• Yoon, E., H.J. Guffey, V. Kijewski (1993) “The Effects of Information and Company Reputation on Intentions to Buy a Business Service”, Journal of Business Research, 27(3), 215-228.