The research on the impact of corporate trustworthiness and corporate image on customer satisfaction and loyalty : Case of Healthcare Institution

Yıl 2018, Cilt: 4 Sayı: 1, 1 - 14, 31.05.2018

Tevfik Yoldemir Aypar Uslu Serdar Pirtini

Öz

The objective was to define the impact of corporate
trustworthiness and corporate image on customer satisfaction and loyalty among patients
who get in-patient care in a university affliated hospital.

The scales
for corporate trustworthiness, corporate image, customer satisfaction and customer
loyalty were determined and a survey questionaire was prepared.  After a  pre-test was done, the final questionaire was
used in the research. Total of 1410 forms were analysed. After reliability and
factor analysis were completed, comparative tests, correlation and regression
analysis were done. 

 

After factor analysis, customer
satisfaction was divided into 2 domains, customer  loyalty  into 2 domains. Pearson’s correlation
coefficients (r) between each variable was determined. Regression analysis
revealed coefficient of determination (R²) between dimensions. The
proportion of variation in customer advocacy is explained by tangible and intangible
satisfaction dimensions in 51,2 % of cases. The proportion of variation in
customer advocacy is explained by tangible and intangible satisfaction,
trustworthiness and image dimensions in 62% of cases. The proportion of
variation in customer choice is explained by organizational and personel
satisfaction,  trustworthiness dimensions
in 27,1% of cases.

Anahtar Kelimeler

corporate trustworthiness, corporate image, customer satisfaction, customer loyalty

The research on the impact of corporate trustworthiness and corporate image on customer satisfaction and loyalty : Case of Healthcare Institution

Öz

Amaç, üniversite afiliye eğitim araştırma  hastanesinde hasta bakımı alan hastalar arasında kurumsal güvenilirlik ve kurumsal imajın müşteri

memnuniyeti ve sadakat üzerindeki etkisini belirlemekti.

Kurumsal güvenilirlik,kurumsal imaj, müşteri memnuniyeti ve müşteri sadakati için ölçekler

belirlenmiş ve anket anketi hazırlanmıştır. Ön test yapıldıktan sonra
araştırmada son anket kullanıldı. Toplam 1410 form analiz edildi. Güvenilirlik
ve faktör analizi tamamlandıktan sonra karşılaştırmalı testler, korelasyon ve
regresyon analizi yapıldı.

Faktör analizinden sonra müşteri memnuniyeti 2 alana ayrıldı, müşteri sadakati 2 alana ayrıldı. Her
değişken arasındaki Pearson korelasyon katsayıları (r) belirlendi. Regresyon
analizinde boyutlar arasında belirleme katsayısı (R²) ortaya
çıkmıştır. Müşteri savunuculuğundaki değişimin oranı, vakaların% 51,2'sindeki
maddi ve manevi tatmin boyutlarıyla açıklanmaktadır. Müşteri savunuculuğundaki
değişimin oranı, vakaların% 62'sinde somut ve gayri resmî tatmin, güvenilirlik
ve imaj boyutları ile açıklanmaktadır. Müşteri tercihindeki değişim oranı,
organizasyonel ve kişisel memnuniyet,% 27,1'inde güvenilirlik boyutları ile
açıklanmaktadır.

Anahtar Kelimeler

kurumsal güvenilirlik, kurum imajı, müşteri memnuniyeti, müşteri sadakati

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