Year 2015, Volume 15, Issue 4, Pages 577 - 586 2015-11-01

Sağlık Kurumlarında Kurum İmajının Hasta Bağlılığı Üzerindeki Etkisinin Belirlenmesi
Determination of the Effect of Corporate Image of Health Institutions on Patient Loyalty

Gamze BAYIN [1] , Ömer Rıfkı ÖNDER [2]

20 105

Bu araştırmanın amacı, Ankara’da bir eğitim ve araştırma hastanesi ile bir üniversite hastanesinin kurumsal imaj ve hasta bağlılığı düzeylerini belirlemek ve kurum imajı ve hasta bağlılığı arasındaki ilişkiyi değerlendirmektir. Araştırmanın örneklemini, Ankara’daki bir eğitim ve araştırma hastanesi ile bir üniversite hastanesinden hizmet alan 756 poliklinik hastası oluşturmaktadır. Araştırma sonucunda, her iki hastanenin hem kurum imajı, hem de hasta bağlılığı ortalamaları arasında istatistiksel olarak anlamlı bir farklılık bulunduğu tespit edilmiştir. Buna ek olarak, hastaların kurum imajı ve hasta bağlılığı düzeyleri arasında güçlü, pozitif ve istatistiksel olarak anlamlı ilişki olduğu saptanmıştır. Hasta bağlılığını artırmak isteyen sağlık kurumlarının kurum imajı politikalarına da önem vermeleri gerektiği önerilebilir
The purpose of the present study is to determine the corporate image and patient loyalty levels of a university hospital and a training and research hospital in Ankara, and to evaluate the relation between corporate image and patient loyalty. The sampling of the study consists of 756 polyclinic patients treated in a university hospital and a training and research hospital in Ankara. Number of patients was determined with the sample size formula. In conclusions of the study it was determined that there is a statistically significant difference in both corporate image and patient loyalty averages between the two hospitals. In addition, there is a strong, positive and statistically significant relation between patients’ corporate image and patient loyalty. Health institutions that aim to increase patient loyalty may be advised to place emphasize on their corporate image policies
Kurum İmajı, Hasta Bağlılığı, Poliklinik Hastaları, Hastane Yönetimi
  • Aksoy, R. ve Bayramoğlu, V. (2008) “Sağlık İşletmeleri İçin Kurumsal İmajın Temel Belirleyicileri: Tüketici Değerlendirmeleri” ZKÜ Sosyal Bilimler Dergisi, 4(7): 85- 96.
  • Andreassen, T.W. and Lindestad, B. (1998) “The Impact of Corporate Image on Quality, Customer Satisfaction and Loyalty for Customers with Varying Degrees of Service Expertise” International Journal Of Service Industry Management, 9(1): 7-23.
  • Bakan, Ö. (2005) Kurumsal İmaj, 1. Basım, Tablet Kitabevi, Konya.
  • Bayramoğlu, V. (2007) “Sağlık İşletmeleri İçin Kurumsal İmajın Temel Belirleyicileri: Zonguldak Örneği” Yüksek Lisans Tezi, Zonguldak Karaelmas Üniversitesi, Sosyal Bilimler Enstitüsü, Zonguldak.
  • Bercowitz, E.N. (1996) Essentials Of Health Care Marketing, Jones and Barlett Publish., Burlington.
  • Bowen, J.T. and Shoemaker, S. (1998) “Loyalty: A Strategic Commitment, Cornell and Hotel Restaurant” Administration Quarterly, 39(1): 12-25.
  • Chahal, H. (2008) “Predicting Patient Loyalty and Service Quality Relationship: A Case Study of Civil Hospital” The Journal of Business Perspective, 12(4): 45-55.
  • Çınaroğlu, S. ve Şahin, B. (2011) “Hastanelerde Kurumsal İtibar ve İmaj: Ankara Metropolitan Alandaki Hastaneler Üzerinde Bir Araştırma” 5. Sağlık ve Hastane İdaresi Kongresi sözel sunumu, Fethiye.
  • Çıngı, H. (1994) Örnekleme Kuramı, Hacettepe Üniversitesi Fen Fakültesi Matbaası, Ankara.
  • Demirel, Y., Yoldaş, A. and Divanoğlu U.S. (2009) “Algılanan Hizmet Kalitesinin Tatmin, Tavsiye Davranışı Ve Tercih Üzerine Etkisi: Sağlık Sektöründe Bir Araştırma” Akademik Bakış, 16: 1-14.
  • Derin, N. ve Demirel, E.T. (2010) “Kurum İmajının Kurum Kimliği Açısından Açıklanabilirliği” Hacettepe Sağlık İdaresi Dergisi, 13(2): 155-193.
  • Dick, A.S. and Basu, K. (1994) “Customer Loyalty: Toward an Integrated Conceptual Framework” Journal of The Academy of Marketing Science, 22(2): 99-113.
  • Dowling, G.R. (1986) “Managing Your Corporate Images” Industrial Marketing Management, 15: 109-15.
  • Duffy, D.L. (1998) “Customer Loyalty Strategies” Journal Of Consumer Marketing, 15(5): 435-448.
  • Eliwa, R.A. (1993) “A Study Customer Loyalty and The Image of The Fine Dining Restaurant” Master of Science, Helwan University, Department of Tourism and Hotel Administration.
  • Enis, B.M. and Paul, G.W. (1970) “Store Loyalty As Basis For Market Segmentation” Journal of Retailing, 46(3): 42-56.
  • Erdem, R., Rahman, S., Avcı, L., Demirel, B., Köseoğlu, S., Fırat, G., Kesici, T., Kırmızıgül, Ş., Üzel, S. ve Kubat, C. (2008) “Hasta Memnuniyetinin Hasta Bağlılığı Üzerine Etkisi. Erciyes Üniversitesi” İktisadi ve İdari Bilimler Fakültesi Dergisi, 31: 95-110.
  • Ertürk, E. (2009) “Sağlık İşletmelerinde İlişki Pazarlaması ve Müşteri Bağlılığına Etkisi” Yüksek Lisans Tezi, Gazi Üniversitesi, Sosyal Bilimler Enstitüsü. Fatt, J.P.T., Wei, M., Yuen, S. and Suan, W. (2000) “Enhancing Corporate Image in Organizations” Management Research News, 23(5/6): 28-54.
  • Flavian, C., Guinaliu, M. and Torres, E. (2005) “The Influence of Corporate Image On Consumer Trust: A Comparative Analysis In Traditional Versus Internet Banking” Emerald Internet Research, 15(4): 447-470.
  • Gray, R.E. and Balmer, J.M.T. (1998) “Managing Corporate Image and Corporate Reputation” Long Range Planning, 5(31): 695-702.
  • Gupta, S. (2002) “Strategic Dimensions of Corporate Image: Corporate Ability And Corporate Social Responsibility As Sources of Competitive Advantage Via Differentiation” Doctor Of Philosophy, Temple University.
  • Hart, A.E. and Rosenberger, J. (2004) “The Effect Of Corporate Image In The Formulation of Customer Loyalty: An Australian Replication” Australasian Marketing Journal, 12(3): 88-96.
  • Hong, S.C. and Goo, Y.J.J. (2004) “A Casual Model Of Customer Loyalty In Professional Service Firms: An Empirical Study” International Journal of Management, 4(21): 531-540.
  • Kandampully, J. and Suhartanto, D. (2000) “Customer Loyalty in The Hotel Industry: The Role of Customer Satisfaction and Image” International Journal of Contemporary Hospitality Management, 12(6): 346-351.
  • Karafakıoğlu, M. (1998) Sağlık Hizmetleri Pazarlaması, Dönence Basım ve Yayın, İstanbul.
  • Karaosmanoglu, E. (2006) “Determinants of Corporate Image Formation: A Consumer-Level Model Incorporating Corporate Identity Mix Elements and Unplanned Communication Factors” Ph.D. Thesis, University Of Warwick, UK.
  • Kim, K.Y. and Kim, K.S. (2008) “Brand Equity In Hospital Marketing” Journal of Business Research, 61(1): 75-82.
  • Kurtz, D.L. and Clow, K.E. (1998) Services Marketing, John Wiley and Sons, United States.
  • Laohasirichaikul, B., Chaipoopirutana, S. and Combs, H. (2011) “Effective Costumer Relationship Management of Health Care: A Study of Hospitals In Thailand” Journal of Management and Marketing Research, 6: 1-12.
  • Mckee, J., Goldfield, N., Riley, K. and Morton, J. (1996) Collecting Information from Health Care Consumers: A Research Manual of Tested Questionnaires and Practical Advice, An Aspen Publication, Washington.
  • Nguyen, N. and Leblanc, G. (2001) “Corporate Image and Corporate Reputation In Costumers’ Retention Decisions In Services” Journal of Retailing and Consumer Services, 8: 227-236.
  • Oh, H.C. (1995) “An Empirical Study of The Relationship Between Restaurant Image and Customer Loyalty” Doctor of Philosophy, Virginia State University, Department Of Hospitality and Tourism Management. Oliver, R.L. (1999) “Whence Consumer Loyalty” The Journal of Marketing, 63: 33-44.
  • Özata, M., Sevinç, İ. (2009) “Hastanelerde Kurumsal İmajın Ölçülmesinde Dikkate Alınması Gereken Faktörlerin Belirlenmesi” Journal of Azerbaijani Studies, 59-74.
  • Pina, J.M., Martinez, E., Chernatony, L. and Drury, S. (2006) “The Effect of Service Brand Extensions on Corporate Image” European Journal of Marketing, 40(1): 174-197.
  • Rynes, S.L. (1991) Recruitment, Job Choice and PostHire Consequences: A Call For New Research Directions. In: Handbook of Industrial and Organizational Psychology (ed. Dunelle MD), Consulting Psychologists Press. Satir, C. (2006) “The Nature of Corporate Reputation and The Measurement Of Reputation Components” An Internel Journal, 11(1): 56-63.
  • Sencer, M. ve Irmak, Y. (1984) Toplum Bilimlerinde Yöntem, Onur Basımevi, İstanbul.
  • Sezgin, B. (2005) “Hastanelerde Pazarlama Faaliyetlerinin Müşteri Bağlılığına Etkisi: Bir Alan Çalışması” Yüksek Lisans Tezi, Gazi Üniversitesi Sosyal Bilimler Enstitüsü.
  • Sloan, F.A., Picone, G.A., Taylor, D.H. and Chou, S. (2001) “Hospital Ownership and Cost and Quality of Care: Is There A Dime’s Worth of Difference?” Journal of Health Economics, 20: 1-21.
  • Smith, S.M. and Clarke, M. (1990) “Hospital Image and Positioning Of Service Centers: An Application In Market Analysis And Strategy Development” Journal Of Health Care Marketing, 10(3): 13-22.
  • Spyropoulou, S., Skarmeas, D. and Katsikeas, C.S. (2010) “The Role of Corporate Image in Business-ToBusiness Export Ventures: Aresearch Based Approach” Industrial Marketing Management, 39: 752-760.
  • Suki, N.M. (2011) “Assessing Patient Satisfaction, Trust, Commitment, Loyalty And Doctors’ Reputation Towards Doctor Services” Pakistan Journal of Medical Science, 27(5): 1207-1210.
  • Sümbüloğlu, K. ve Sümbüloğlu, V. (2002) Biyoistatistik, Hatiboğlu Yayınları, Ankara.
  • Türk Dil Kurumu. (2005) Türkçe Sözlük, Türk Dil Kurumu, Ankara.
  • Wazzan, D.B. (2007) “Patient Loyalty Versus Satisfaction: Implications For Quality and Marketing Strategies” Ph.D. Thesis, Walden University, USA.
  • Wu, C. (2011) “The Impact of Hospital Brand Image On Service Quality, Patient Satisfaction And Loyalty” African Journal of Business Management, 5(12): 4873-4882.
  • Zerenler, M. ve Öğüt, A. (2007) “Sağlık Sektöründe Algılanan Hizmet Kalitesi ve Hastane Tercih Nedenleri Araştırması: Konya Örneği” Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 18: 501-5
Other ID JA87YP53DJ
Journal Section Research Article
Authors

Author: Gamze BAYIN
Institution: Hacettepe Üniversitesi, İktisadi ve İdari Bilimler Fakültesi Sağlık İdaresi Bölümü.

Author: Ömer Rıfkı ÖNDER
Institution: Ankara Üniversitesi Sağlık Bilimleri Fakültesi Sağlık Yönetimi Bölümü.

Bibtex @ { eab474655, journal = {Ege Academic Review}, issn = {1303-099X}, address = {Ege University}, year = {2015}, volume = {15}, pages = {577 - 586}, doi = {}, title = {Determination of the Effect of Corporate Image of Health Institutions on Patient Loyalty}, key = {cite}, author = {BAYIN, Gamze and ÖNDER, Ömer Rıfkı} }
APA BAYIN, G , ÖNDER, Ö . (2015). Determination of the Effect of Corporate Image of Health Institutions on Patient Loyalty. Ege Academic Review, 15 (4), 577-586. Retrieved from http://dergipark.org.tr/eab/issue/39945/474655
MLA BAYIN, G , ÖNDER, Ö . "Determination of the Effect of Corporate Image of Health Institutions on Patient Loyalty". Ege Academic Review 15 (2015): 577-586 <http://dergipark.org.tr/eab/issue/39945/474655>
Chicago BAYIN, G , ÖNDER, Ö . "Determination of the Effect of Corporate Image of Health Institutions on Patient Loyalty". Ege Academic Review 15 (2015): 577-586
RIS TY - JOUR T1 - Determination of the Effect of Corporate Image of Health Institutions on Patient Loyalty AU - Gamze BAYIN , Ömer Rıfkı ÖNDER Y1 - 2015 PY - 2015 N1 - DO - T2 - Ege Academic Review JF - Journal JO - JOR SP - 577 EP - 586 VL - 15 IS - 4 SN - 1303-099X- M3 - UR - Y2 - 2019 ER -
EndNote %0 Ege Academic Review Determination of the Effect of Corporate Image of Health Institutions on Patient Loyalty %A Gamze BAYIN , Ömer Rıfkı ÖNDER %T Determination of the Effect of Corporate Image of Health Institutions on Patient Loyalty %D 2015 %J Ege Academic Review %P 1303-099X- %V 15 %N 4 %R %U
ISNAD BAYIN, Gamze , ÖNDER, Ömer Rıfkı . "Determination of the Effect of Corporate Image of Health Institutions on Patient Loyalty". Ege Academic Review 15 / 4 (November 2015): 577-586.