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Halkla İlişkiler Perspektifinden Dijital Sağlık İletişiminde Konu Yönetimi: Şikâyetvar Web Sitesi Üzerinden Hastanelere Yönelik Bir İnceleme

Year 2020, Issue: 59, 237 - 264, 18.01.2021
https://doi.org/10.26650/CONNECTIST2020-0598

Abstract

Bir kuruluşta ani veya yavaşça gelişen beklenmedik değişiklikler ortaya çıkabilmektedir. Konu yönetimi, bu değişiklikleri öngörmek ve değerlendirmek için potansiyel bir çözüm kaynağı olarak geliştirilmiştir. Konu yönetimi ile krize neden olabilecek konular önceden tespit edilir ve stratejik halkla ilişkiler çalışması ile potansiyel krizin ortaya çıkmadan önlenmesi sağlanır. Tüketicilerden gelen bir şikâyet, konu ile ilgili ortaya çıkan ilk belirti olabilir. Bu araştırma, konu yönetiminin bir parçası olan şikâyetlerin hastaneler kapsamında incelenmesi ve tüketici iletişiminin değerlendirilmesi amacıyla yapılmıştır. Dijital bir şikâyet platformu olan Şikâyetvar web sitesinde 1 Ocak 2019 – 28 Şubat 2019 tarihleri arasındaki hastaneler ile ilgili şikâyetler ve hastanelerin bu şikâyetler doğrultusundaki konu yönetimi yaklaşımları kapsamında tüketici iletişimleri incelenmiştir. Şikâyetlerin %74.8’inin özel hastanelere, %25.2’sinin kamu hastanelerine yönelik olduğu saptanmıştır. Özel ve kamu hastanelerinde yaygın şikâyet konusu personel iletişimidir. Personel iletişimi tüm şikâyetlerin %40.6’sını oluşturmaktadır. Özel hastanelere yönelik şikâyetlerin %28.7’si ücretlendirme, kamu hastanelerine yönelik şikayetlerin %26.2’si bekleme süresi ile ilgilidir. Özel hastanelere gelen şikâyetlerin %40.7’si farklı mesaj stratejileriyle yanıtlanmıştır. Şikâyetlerin %47.3’ü 2-7 gün, %24.8’i aynı gün içerisinde yanıtlanmıştır. Yanıtların mesaj stratejisine bakıldığında mesajların %48’inin sorumluluk içerikli olduğu belirlenmiştir. Sorumluluk içerikli mesajlara tüketicilerden bir yanıt gelmezken, özür mesajlarının %45.3’ü tüketiciler tarafından teşekkür mesajı ile yanıtlanmıştır.

Supporting Institution

Yazar bu çalışma için finansal destek almadığını beyan etmiştir.

References

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  • Argan, M. T., & Arıcı, A. (2019). Sağlık iletişiminde e-şikâyet: Hastaların ve hasta yakınlarının Şikayetvar.com paylaşımları üzerine bir araştırma. Akdeniz İletişim Dergisi, 31, 339-355.
  • Aylan, S., Arpacı, Ö., & Celiloğlu, F.K. (2016). Bir internet şikâyet forumundaki termal otellere yönelik şikayetlerin incelenmesi. Çankırı Karatekin Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 7(1), 49-68.
  • Berkowitz, D., & Turnmire, K. (1994). Community relations and issues management: an issue orientation approach to segmenting publics. Journal of Public Relations Research, 6(2), 105-123.
  • Bostan, S., Kılıç, T., & Çiftçi, F. (2014). Sağlık Bakanlığı 184 SABİM hattına yapılan şikâyetlerin karşılaştırmalı analizi. Küresel İktisat ve İşletme Çalışmaları Dergisi, 3(5), 32-40.
  • Bridges, J. A., & Nelson R. A. (2000). Issues management: A relational approach. In J. A. Ledingham & S. D. Bruning (Eds.), Public relations as relationship management: a relational approach to the study and practice of public relations (pp. 95-115). NJ, USA: Lawrence Erlbaum.
  • Chase W. H. (1982). Issue management conference – A special report. Corporate Public Issues and Their Management, 7(3), 1-2.
  • Chase W. H. (1984). Issue management: Origins of the future. Stamford, CT: Issue Action.
  • Chaulk, D., Krueger, C., & Stang, A. S. (2019). A retrospective review of physician-related patient complaints from a tertiary pediatric hospital. Pediatr Qual Saf, 1(4), 1-5.
  • Chebat J. C., & Slusarczyk, W. (2005). How emotions mediate the effects of perceived justice on loyalty in service recovery situations: An empirical study. Journal of Business Research, 58(5), 664-673.
  • Cohen, J. (1960). A coefficient of agreement for nominal scales. Educational and Psychological Measurement, 20(1), 37-46.
  • Coombs, W. T. (2002). Assesing online issue threats: Issue contagions and their effect on issue prioritization. Journal of Public Affairs, 2(4), 215-229.
  • Coombs, W. T., & Holladay, S. J. (2010). Handbook of crisis communication. Oxford, England: Wiley-Blackwell.
  • Coombs, W. T., & Schmidt, L. (2000). An empirical analysis of image restoration: Texaco’s racism crisis. Journal of Public Relations Research, 12(2), 163-178.
  • Crable, R. E., & Vibbert, S. L. (1985). Managing issues and influencing public policy. Public Relations Review, 11(2), 3-16.
  • Cutlip, S. M., Center, A. H., & Broom, G. M. (2006). Effective public relations (9th ed.). USA: Pearson Prentice Hall.
  • Dalton, J. (2011). Reputation and strategic issue management. In A. Hiles (Ed.), Reputation management: building and protecting your company’s profile in a digital world (pp. 203-216). UK: Bloomsburry.
  • Daniel, A. E., Burn, R. J., & Horarik, S. (1999). Patients’ complaints about medical practice. Med J Aust, 170(12), 598-602.
  • DiSatso, M. W., Vafeiadis, M., & Amaral, C. (2015). Managing a health crisis on Facebook: How the response strategies of apology, sympathy and information influence public relations. Public Relations Review, 41, 222-231.
  • Doig, G. (2004). Responding to formal complaints about the emergency department: Lessons from the service marketing literature. Emergency Medicine Australasia, 16(4), 353-360.
  • Dougall, E. K. (2005). Revelations of an ecological perspective: Issues, inertia and the public opinion environment of organizational populations. Public Relations Review, 31(4), 534-543.
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  • Erbay, E., Karaağaç, C., & Esatoğlu, A. E. (2018). Özel hastanelere yapılan çevrimiçi şikayetlerin içerik analizi ile incelenmesi. Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 10(24), 287-304.
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  • Griffin, M., Babin, M. J., & Attaway, J. S. (1991). An empirical investigation of the impact of negative public publicity on consumer attitudes and intentions. Advances in Consumer Research, 18(1), 334-341.
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  • Hainsworth, B. E., & Meng, M. (1988). How corporations define issues management. Public Realtions Review, 14(4), 18-30.
  • Hareli, S., & Eisikovits, Z. (2006). The role of communicating social emotions accompanying apologies in forgiveness. Motivation and Emotion, 30(3), 189-197.
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  • Heath, R. L. (2002). Issues management: Its past, present and future. Journal of Public Affairs, 2(2), 209-214.
  • Heath, R. L., & Bowen, S. A. (2002). The public relations philosophy of John W. Hill: Bricks in the foundation of issues management. Journal of Public Affairs, 2(4), 230-246.
  • Heath, R. L., & Nelson, R. A. (1986). Issues management: Corporate public policy making in an information society. London, UK: SAGE.
  • Heath, R. L., & Palenchar, M. J. (2009). Strategic issues management: Organizations and public policy challenges. USA: SAGE.
  • Heath, R. L. (2009). A rheoterical theory approach issues management. In C. H. Botan, & V. Hazleton (Eds.), Public relations theory II (pp. 63-100). USA: Routledge.
  • Horine, G. M. (2014). Project management absolute beginner’s guide. USA: Que Publishing.
  • Hoşgör, D. G., & Hoşgör, H. (2019). Sağlık hizmeti tüketicileri perspektifinden özel hastane şikayetlerinin incelenmesi (Şikayetvar.com örneği). Hacettepe Sağlık İdaresi Dergisi, 22(4), 823-842.
  • Illia, L., Lurati, F., & Casalaz, R. (2013). Situational theory of publics: Exploring a cultural ethnocentric bias. Journal of Public Relations Research, 25(2), 93-122.
  • Ito, Y. (1993). Beyond agendas: New directions in communication research from Japanese perspective. London, UK: Greenwood Press.
  • Jones, B. L., & Chase, W. H. (1979). Managing public policy issues. Public Relations Review, 5(2), 3-23.
  • Karademirlidağ, İ. (2005). Halkla ilişkilerde stratejik konu yönetiminde “jenerik ilaç” konusunun incelenmesi (Unpublished Doctoral Dissertation). Anadolu Üniversitesi Sosyal Bilimler Enstitüsü, Eskişehir, Turkey. Retrieved from: http://libra.anadolu.edu.tr/tezler/2005/341508.pdf.
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  • Kılıç, B., & Ok, S. (2012). Otel işletmelerinde müşteri şikâyetleri ve şikâyetlerin değerlendirilmesi. Journal of Yaşar University, 25(7), 4189-4202.
  • Ki, E. J., & Nekmat, E. (2014). Situational crisis communication and interactivity: Usage and effectiveness of Facebook for crisis management by Fortune 500 companies. Computers in Human Behavior, 35, 140-147.
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Issue Management in Digital Health Communication from the Perspective of Public Relations: A Review for Hospitals on the Website of Şikayetvar

Year 2020, Issue: 59, 237 - 264, 18.01.2021
https://doi.org/10.26650/CONNECTIST2020-0598

Abstract

Sudden or slowly unexpected changes can occur in an organization. Issue management is a potential solution for predicting and evaluating these changes. With the issue management, the issues are determined in advance, and the potential crisis is prevented before it occurs with strategic public relations practice. A complaint from consumers may be the first indication of the issue. This research was conducted to examine the complaints about hospitals between January 1, 2019 and February 28, 2019 on the website of Şikâyetvar (“there is a complaint”), a digital platform. It was found that 74.8% of the complaints were directed toward private, 25.2% toward public hospitals. Staff communication was the most common issue of hospitals. Staff communication constitutes 40.6% of all complaints. 28.7% of the complaints toward private hospitals were about pricing, and 26.2% of the complaints about public hospitals were about the waiting period. 40.7% of the complaints for private hospitals were answered. 47.3% of the complaints were answered within 2-7 days, 24.8% within the same day. It was determined that 48% of the responses were about responsibility. While there was no response from consumers to messages containing responsibility, 45.3% of apology messages were answered by consumers with thank-you messages.

References

  • Ağırbaş, İ. (2019). Hastane yönetimi ve organizasyon. Ankara, Turkey: Siyasal Kitabevi.
  • Argan, M. T., & Arıcı, A. (2019). Sağlık iletişiminde e-şikâyet: Hastaların ve hasta yakınlarının Şikayetvar.com paylaşımları üzerine bir araştırma. Akdeniz İletişim Dergisi, 31, 339-355.
  • Aylan, S., Arpacı, Ö., & Celiloğlu, F.K. (2016). Bir internet şikâyet forumundaki termal otellere yönelik şikayetlerin incelenmesi. Çankırı Karatekin Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 7(1), 49-68.
  • Berkowitz, D., & Turnmire, K. (1994). Community relations and issues management: an issue orientation approach to segmenting publics. Journal of Public Relations Research, 6(2), 105-123.
  • Bostan, S., Kılıç, T., & Çiftçi, F. (2014). Sağlık Bakanlığı 184 SABİM hattına yapılan şikâyetlerin karşılaştırmalı analizi. Küresel İktisat ve İşletme Çalışmaları Dergisi, 3(5), 32-40.
  • Bridges, J. A., & Nelson R. A. (2000). Issues management: A relational approach. In J. A. Ledingham & S. D. Bruning (Eds.), Public relations as relationship management: a relational approach to the study and practice of public relations (pp. 95-115). NJ, USA: Lawrence Erlbaum.
  • Chase W. H. (1982). Issue management conference – A special report. Corporate Public Issues and Their Management, 7(3), 1-2.
  • Chase W. H. (1984). Issue management: Origins of the future. Stamford, CT: Issue Action.
  • Chaulk, D., Krueger, C., & Stang, A. S. (2019). A retrospective review of physician-related patient complaints from a tertiary pediatric hospital. Pediatr Qual Saf, 1(4), 1-5.
  • Chebat J. C., & Slusarczyk, W. (2005). How emotions mediate the effects of perceived justice on loyalty in service recovery situations: An empirical study. Journal of Business Research, 58(5), 664-673.
  • Cohen, J. (1960). A coefficient of agreement for nominal scales. Educational and Psychological Measurement, 20(1), 37-46.
  • Coombs, W. T. (2002). Assesing online issue threats: Issue contagions and their effect on issue prioritization. Journal of Public Affairs, 2(4), 215-229.
  • Coombs, W. T., & Holladay, S. J. (2010). Handbook of crisis communication. Oxford, England: Wiley-Blackwell.
  • Coombs, W. T., & Schmidt, L. (2000). An empirical analysis of image restoration: Texaco’s racism crisis. Journal of Public Relations Research, 12(2), 163-178.
  • Crable, R. E., & Vibbert, S. L. (1985). Managing issues and influencing public policy. Public Relations Review, 11(2), 3-16.
  • Cutlip, S. M., Center, A. H., & Broom, G. M. (2006). Effective public relations (9th ed.). USA: Pearson Prentice Hall.
  • Dalton, J. (2011). Reputation and strategic issue management. In A. Hiles (Ed.), Reputation management: building and protecting your company’s profile in a digital world (pp. 203-216). UK: Bloomsburry.
  • Daniel, A. E., Burn, R. J., & Horarik, S. (1999). Patients’ complaints about medical practice. Med J Aust, 170(12), 598-602.
  • DiSatso, M. W., Vafeiadis, M., & Amaral, C. (2015). Managing a health crisis on Facebook: How the response strategies of apology, sympathy and information influence public relations. Public Relations Review, 41, 222-231.
  • Doig, G. (2004). Responding to formal complaints about the emergency department: Lessons from the service marketing literature. Emergency Medicine Australasia, 16(4), 353-360.
  • Dougall, E. K. (2005). Revelations of an ecological perspective: Issues, inertia and the public opinion environment of organizational populations. Public Relations Review, 31(4), 534-543.
  • Downs, A. (1972). Up and down with ecology: The issue attention cycle. Public Interest, 28(12), 38-50.
  • Erbay, E., Karaağaç, C., & Esatoğlu, A. E. (2018). Özel hastanelere yapılan çevrimiçi şikayetlerin içerik analizi ile incelenmesi. Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 10(24), 287-304.
  • Ewing, R. P. (1980). Evaluating issues management. Public Relations Journal, 36(6), 14-16.
  • Friele, R. D., Sluijs, E. M., & Legemaate, J. (2008). Complaints handling in hospitals: An empirical study of discrepancies between patients expectations and their experiences. BMC Health Services Research, 8(199), 1-11.
  • Galloway, C., & Kwansah-Aidoo, K. (2005). Getting to grips with issues management and crisis communication. In C. Galloway & K. Kwansah-Aidoo (Eds.), Public relations issues and crisis management (pp. 1-12), Australia: Thomson Social Science Press.
  • Gillespie, A., & Reader, T. W. (2018). Patient-centered insights: Using health care complaints to reveal hot spots and blind spots in quality and safety. The Milbank Quarterly, 96(3), 530-567.
  • Griffin, M., Babin, M. J., & Attaway, J. S. (1991). An empirical investigation of the impact of negative public publicity on consumer attitudes and intentions. Advances in Consumer Research, 18(1), 334-341.
  • Grunig, J. E., & Repper, F. C. (1992). Strategic management, publics and issues. In J. E. Grunig, D. M. Dozier, W. P. Ehling, L. A. Grunig, F. C. Repper, & J. White (Eds.), Excellence in public relations and communication management (pp. 117-158). Hillsdale, NJ: Lawrence Erlbaum Associates.
  • Hainsworth, B. E. (1990). Issues management: An overview. Public Relations Review, 16(1), 3-5.
  • Hainsworth, B. E., & Meng, M. (1988). How corporations define issues management. Public Realtions Review, 14(4), 18-30.
  • Hareli, S., & Eisikovits, Z. (2006). The role of communicating social emotions accompanying apologies in forgiveness. Motivation and Emotion, 30(3), 189-197.
  • Heath, R. L. (1997). Strategic issues management: Organizations and public policy challenges. Thousand Oaks, CA: SAGE.
  • Heath, R. L. (2002). Issues management: Its past, present and future. Journal of Public Affairs, 2(2), 209-214.
  • Heath, R. L., & Bowen, S. A. (2002). The public relations philosophy of John W. Hill: Bricks in the foundation of issues management. Journal of Public Affairs, 2(4), 230-246.
  • Heath, R. L., & Nelson, R. A. (1986). Issues management: Corporate public policy making in an information society. London, UK: SAGE.
  • Heath, R. L., & Palenchar, M. J. (2009). Strategic issues management: Organizations and public policy challenges. USA: SAGE.
  • Heath, R. L. (2009). A rheoterical theory approach issues management. In C. H. Botan, & V. Hazleton (Eds.), Public relations theory II (pp. 63-100). USA: Routledge.
  • Horine, G. M. (2014). Project management absolute beginner’s guide. USA: Que Publishing.
  • Hoşgör, D. G., & Hoşgör, H. (2019). Sağlık hizmeti tüketicileri perspektifinden özel hastane şikayetlerinin incelenmesi (Şikayetvar.com örneği). Hacettepe Sağlık İdaresi Dergisi, 22(4), 823-842.
  • Illia, L., Lurati, F., & Casalaz, R. (2013). Situational theory of publics: Exploring a cultural ethnocentric bias. Journal of Public Relations Research, 25(2), 93-122.
  • Ito, Y. (1993). Beyond agendas: New directions in communication research from Japanese perspective. London, UK: Greenwood Press.
  • Jones, B. L., & Chase, W. H. (1979). Managing public policy issues. Public Relations Review, 5(2), 3-23.
  • Karademirlidağ, İ. (2005). Halkla ilişkilerde stratejik konu yönetiminde “jenerik ilaç” konusunun incelenmesi (Unpublished Doctoral Dissertation). Anadolu Üniversitesi Sosyal Bilimler Enstitüsü, Eskişehir, Turkey. Retrieved from: http://libra.anadolu.edu.tr/tezler/2005/341508.pdf.
  • Karapınar, D. Ç., & Öcal, D. (2017). Halkla ilişkilerde konu yönetimi: Şikayetvar sitesi üzerinden bir inceleme. Atatürk İletişim Dergisi, 13, 103-124.
  • Kılıç, B., & Ok, S. (2012). Otel işletmelerinde müşteri şikâyetleri ve şikâyetlerin değerlendirilmesi. Journal of Yaşar University, 25(7), 4189-4202.
  • Ki, E. J., & Nekmat, E. (2014). Situational crisis communication and interactivity: Usage and effectiveness of Facebook for crisis management by Fortune 500 companies. Computers in Human Behavior, 35, 140-147.
  • Kitto, J. A. (1999). The evaluation of public issues management. Public Relations Quarterly, 43(4), 34-38.
  • Laamanen, T., Maula, M., Kajanto, M., & Kunnas, P. (2018). The role of cognitiveload in effective strategic issue management. Long Range Planning, 51, 625-639.
  • Lazare, A. (2004). On apology. New York, USA: Oxford University Press.
  • Lauzen, M. M. (1997). Understanding the relation between public relations and issues management. Journal of Public Relations Research, 9(1), 65-82.
  • Lee, B. K. (2004). Audience-oriented approach to crisis communication: A study of Hong Kong consumers’ evaluation of an organizational crisis. Communication Research, 31(5), 600-618.
  • Madden, S. (2019). The issue with issues management: Considering the emotional and gendered core of issues. Public Relations Inquiry, 8(3), 299-317.
  • Okay, A., & Okay, A. (2005). Halkla ilişkiler kavram strateji ve uygulamaları. İstanbul, Turkey: Der Yayınları.
  • Özel, A. P., & Sert, N. Y. (2014). Halkla ilişkilerde stratejik sorun yönetiminin işlevi üzerine bir değerlendirme. E-Journal of Intermedia, 1(1), 88-106.
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There are 72 citations in total.

Details

Primary Language Turkish
Subjects Communication and Media Studies
Journal Section Research Articles
Authors

Banu Kumbasar This is me 0000-0002-7216-5950

Publication Date January 18, 2021
Submission Date December 23, 2019
Published in Issue Year 2020 Issue: 59

Cite

APA Kumbasar, B. (2021). Halkla İlişkiler Perspektifinden Dijital Sağlık İletişiminde Konu Yönetimi: Şikâyetvar Web Sitesi Üzerinden Hastanelere Yönelik Bir İnceleme. Connectist: Istanbul University Journal of Communication Sciences(59), 237-264. https://doi.org/10.26650/CONNECTIST2020-0598
AMA Kumbasar B. Halkla İlişkiler Perspektifinden Dijital Sağlık İletişiminde Konu Yönetimi: Şikâyetvar Web Sitesi Üzerinden Hastanelere Yönelik Bir İnceleme. Connectist: Istanbul University Journal of Communication Sciences. January 2021;(59):237-264. doi:10.26650/CONNECTIST2020-0598
Chicago Kumbasar, Banu. “Halkla İlişkiler Perspektifinden Dijital Sağlık İletişiminde Konu Yönetimi: Şikâyetvar Web Sitesi Üzerinden Hastanelere Yönelik Bir İnceleme”. Connectist: Istanbul University Journal of Communication Sciences, no. 59 (January 2021): 237-64. https://doi.org/10.26650/CONNECTIST2020-0598.
EndNote Kumbasar B (January 1, 2021) Halkla İlişkiler Perspektifinden Dijital Sağlık İletişiminde Konu Yönetimi: Şikâyetvar Web Sitesi Üzerinden Hastanelere Yönelik Bir İnceleme. Connectist: Istanbul University Journal of Communication Sciences 59 237–264.
IEEE B. Kumbasar, “Halkla İlişkiler Perspektifinden Dijital Sağlık İletişiminde Konu Yönetimi: Şikâyetvar Web Sitesi Üzerinden Hastanelere Yönelik Bir İnceleme”, Connectist: Istanbul University Journal of Communication Sciences, no. 59, pp. 237–264, January 2021, doi: 10.26650/CONNECTIST2020-0598.
ISNAD Kumbasar, Banu. “Halkla İlişkiler Perspektifinden Dijital Sağlık İletişiminde Konu Yönetimi: Şikâyetvar Web Sitesi Üzerinden Hastanelere Yönelik Bir İnceleme”. Connectist: Istanbul University Journal of Communication Sciences 59 (January 2021), 237-264. https://doi.org/10.26650/CONNECTIST2020-0598.
JAMA Kumbasar B. Halkla İlişkiler Perspektifinden Dijital Sağlık İletişiminde Konu Yönetimi: Şikâyetvar Web Sitesi Üzerinden Hastanelere Yönelik Bir İnceleme. Connectist: Istanbul University Journal of Communication Sciences. 2021;:237–264.
MLA Kumbasar, Banu. “Halkla İlişkiler Perspektifinden Dijital Sağlık İletişiminde Konu Yönetimi: Şikâyetvar Web Sitesi Üzerinden Hastanelere Yönelik Bir İnceleme”. Connectist: Istanbul University Journal of Communication Sciences, no. 59, 2021, pp. 237-64, doi:10.26650/CONNECTIST2020-0598.
Vancouver Kumbasar B. Halkla İlişkiler Perspektifinden Dijital Sağlık İletişiminde Konu Yönetimi: Şikâyetvar Web Sitesi Üzerinden Hastanelere Yönelik Bir İnceleme. Connectist: Istanbul University Journal of Communication Sciences. 2021(59):237-64.