Hastane-Hasta İlişkisi Bağlamında Hasta Sadakati: Sosyal Medyanın Aracı Rolü

Year 2019, , 783 - 804, 21.01.2019

Hikmet Tosyalı Cem Sefa Sütçü Furkan Tosyalı

https://doi.org/10.17680/erciyesiletisim.454347

Cited By: 4

Abstract

Bu çalışma, sosyal medyanın hasta sadakati üzerindeki rolünü incelemeyi
hedeflemiştir. Hasta sadakatini değerlendirmek için; hastalar tarafından sosyal
medyada paylaşılan memnuniyeti, hasta güvenini, sosyal medya üzerinde hastanehasta iletişiminin gücünü ve hastanenin sosyal medyada algılanan imajını test eden
bir ölçüm envanteri, ilgili literatür temel alınarak geliştirilmiştir. Veriler çevrimiçi
anket vasıtasıyla 625 kişiden toplanmıştır. Literatürde yer alan bulgular göz önünde
bulundurularak hipotezler geliştirilmiş ve hasta sadakatini yordayan değişkenlerin
Yapısal Eşitlik Modeli (YEM) aracılığı ile incelenmesi amaçlanmıştır. Çalışmanın
sonuçları, sosyal medyada hastalar tarafından paylaşılan memnuniyetin; yordayıcı
değişkenler (hasta güveni, sosyal medya üzerinde hastane-hasta iletişiminin gücü,
hastanenin sosyal medyada algılanan imajı) ve hasta sadakati arasındaki ilişki
üzerinde aracı değişken olduğunu göstermiştir. Bulgular, hastanelerin müşterileri
olan sadık hastalar kazanma noktasında özgün ampirik bir model sağlamakla
beraber sosyal medyanın sağlık iletişimindeki önemini vurgulamaktadır.

Keywords

Sağlık İletişimi, Hasta Sadakati, Hasta Memnuniyeti, Hasta İlişkileri Yönetimi, Sosyal Medya

Patient Loyalty in the HospitalPatient Relationship: The Mediating Role of Social Media

Abstract

This study aimed to investigate role of social media on patient loyalty. Based on
related literature review, for assessing patient loyalty, a measurement scale, testing
satisfaction shared by patient through social media, patient trust, strength of
hospital-patient communication on social media, and perceived image of hospital
on social media was developed. The data was collected from 625 patients by selfadministered online questionnaires. Hypotheses about the role of social media
were suggested based on existing body of knowledge so that we aimed to examine
underlying mechanism between the predictors and patient loyalty by means of
Structural Equation Modelling (SEM) framework. Findings demonstrated that
satisfaction, shared by patients through social media, mediated the association
between patient trust, strength of hospital-patient communication on social media,
perceived image of hospital on social media, and patient loyalty. The findings
provide an original empirical model with respect to gaining loyal patients whom
are customers of hospitals and highlight the important role of social media in health
communication.

Keywords

Health Communication, Patient Loyalty, Patient Satisfaction, Patient Relationship Management, Social Media

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