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İLİŞKİSEL PAZARLAMA STRATEJİLERİ, İLİŞKİSEL KALİTE UNSURLARI VE DAVRANIŞSAL NİYETLER ARASINDAKİ İLİŞKİLERİN İNCELENMESİ

Year 2020, Volume: 23 Issue: 3, 465 - 484, 16.09.2020

Abstract

Bu çalışmada davranışsal niyetler, ilişkisel pazarlama stratejileri ve ilişkisel kalite unsurları arasındaki ilişkiler hasta perspektifinden incelenmiştir. Çalışmanın verileri İstanbul ilindeki devlet, özel ve üniversite türlerinde faaliyet gösteren hastanelerden yataklı tedavi görmüş (ameliyat olmuş) 1050 hastadan toplanmıştır. Yapısal eşitlik modellemesinin kullanıldığı bu çalışmada her bir hastane türünden eşit sayıda (Ndevlet: 350, Nözel: 350, Nüniversite: 350) katılımcıya ulaşılmıştır. Devlet, özel ve üniversite hastaneleri örneklemi için hasta tatmini ilişkisel kalite unsurunun, ilişkisel pazarlama stratejileri öncülü tarafından sırayla %83, %84 ve %81 oranında açıklandığı saptanmıştır. Devlet hastaneleri örnekleminde güven ilişkisel kalite unsurunun tavsiye etme niyeti üzerinde %90 etkisi saptanmıştır. Özel hastaneler örnekleminde hasta tatmini ilişkisel kalite unsurunun tekrar tercih etme ve daha fazla ödeme niyetleri üzerinde ise sırayla %66 ve %41 açıklayıcılığa sahip olduğu hesaplanmıştır. Genel olarak üç hastane türü için de ilgili değişkenler arasında pozitif ve anlamlı ilişkilerin görüldüğü ortaya konulmuştur. Buradan hareketle profesyonel hastane yöneticilerine, kendi kurumlarının mülkiyet yapısına en uygun ilişkisel pazarlama stratejilerini tespit etmeleri ve onları uygulamaları önerilebilir.

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Year 2020, Volume: 23 Issue: 3, 465 - 484, 16.09.2020

Abstract

References

  • Adamson, I., Chan, K. M., & Handford, D. (2003). Relationship marketing: customer commitment and trust as a strategy for the smaller Hong Kong corporate banking sector. International Journal of Bank Marketing, 21(6), 347-358.
  • Aliman, N. K., & Mohamad, W. N. (2013). Perceptions of service quality and behavioral intentions: a mediation effect of patient satisfaction in the private health care in Malaysia. International Journal of Marketing Studies, 5(4), 15-29.
  • Alrubaiee, L., & Alkaa'ida, F. (2011). The mediating effect of patient satisfaction in the patients' perceptions of healthcare quality-patient trust relationship. International Journal of Marketing Studies, 3(1), 103-127.
  • Aragon, S. J., & Gesell, S. B. (2003). A patient satisfaction theory and its robustness across gender in emergency departments: a multigroup structural equation modeling investigation. American Journal of Medical Quality, 18(6), 229-241.
  • Astuti, H. J., & Nagase, K. (2014). Patient loyalty to healthcare organizations: relationship marketing and satisfaction. International Journal of Management and Marketing Research, 7(2), 39-56.
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  • Bennett, R., & Barkensjo, A. (2005). Relationship quality, relationship marketing, and client perceptions of the levels of service quality of charitable organisations. International Journal of Service Industry Management, 16(1), 81-106.
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  • Bloemer, J., de Ruyter, K., & Wetzels, M. (1999). Linking perceived service quality and service loyalty: a multi-dimensional perspective. European Journal of Marketing, 33(11/12), 1082-1106.
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  • Darmanto, S. (2015). Relationship service quality and behavior intentions: favorable and nonfavorable customers. China-USA Business Review, 14 (4), 195-202.
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  • Demirer, Ö., & Bülbül, H. (2014). Kamu ve özel hastanelerde hizmet kalitesi, hasta tatmini ve tercihi arasındaki ilişki: karşılaştırmalı bir analiz. Amme İdaresi Dergisi, 47(2), 95-119.
  • Dölarslan, E. Ş., & Özer, A. (2014). Hizmet kalitesi, tatmin ve güvenin daha fazla ödeme eğilimi üzerindeki etkileri. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 14(1), 31-58.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Gerpott, T. J., Rams, W., & Schindler, A. (2001). Customer retention, loyalty, and satisfaction in the German mobile cellular telecommunications market. Telecommunications Policy, 25(4), 249-269.
  • Ghobadian, A., Speller, S., & Jones, M. (1994). Service quality: concepts and models. International Journal of Quality & Reliability Management, 11(9), 43-66.
  • Gremler, D. D., Gwinner, K. P., & Brown, S. W. (2001). Generating positive word-of-mouth communication through customer-employee relationships. International Journal of Service Industry Management, 12(1), 44-59.
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis. Pearson, New York.
  • Han, H. ve Hyun, S. S. (2015). Customer retention in the medical tourism industry: impact of quality, satisfaction, trust, and price reasonableness. Tourism Management, 46, 20-29.
  • Hanzaee, K. H., Bigdeli, F., Khanzadeh, M., & Javanbakht, A. (2012). Assessing patients behavioral intentions through service quality and perceived value. Journal of Basic and Applied Scientific Research, 2(10), 10686-10692.
  • Homburg, C., Koschate, N., & Hoyer, W. D. (2005). Do satisfied customers really pay more? A study of the relationship between customer satisfaction and willingness to pay. Journal of Marketing, 69(2), 84-96.
  • Hsieh, Y. C., & Hiang, S. T. (2004). A study of the impacts of service quality on relationship quality in search-experience-credence services. Total Quality Management & Business Excellence, 15(1), 43-58.
  • İlhan, M., & Çetin, B. (2014). LISREL ve AMOS programları kullanılarak gerçekleştirilen yapısal eşitlik modeli (yem) analizlerine ilişkin sonuçların karşılaştırılması. Eğitimde ve Psikolojide Ölçme ve Değerlendirme Dergisi, 5(2), 26-42.
  • Juhana, D., Manik, E., Febrinella, C., & Sidharta, I. (2015). Empirical study on patient satisfaction and patient loyalty on public hospital in Bandung, Indonesia. International Journal of Applied Business and Economic Research, 13(6), 4305-4326.
  • Kang, S., & Oh, J. (2015). Customer perceptions of health examination service quality: an empirical investigation in South Korea. International Journal of Social Science and Humanity, 5(3), 272-280.
  • Kement, Ü., Çavuşoğlu, S., Bükey, A., & Başar, B. (2018). Termal turizm işletmelerinde tekrar ziyaret ve tavsiye etme niyetinin incelenmesi: Otel ambiyansının düzenleyici rolü. 19. Ulusal sağlık turizmi kongresi, 17-21 Ekim, Afyonkarahisar.
  • Kemp, E., Jillapalli, R., & Becerra, E. (2014). Healthcare branding: developing emotionally based consumer brand relationships. Journal of Services Marketing, 28(2), 126-137.
  • Keskin, H. D., & Kurtuldu, H. S. (2019). İlişkisel pazarlamanın müşteri memnuniyeti üzerindeki etkisi: banka müşterilerine yönelik bir uygulama. Global Journal of Economics and Business Studies, 8(16), 111-121.
  • Kim, J. Y., Moon, J., Han, D., & Tikoo, S. (2004). Perceptions of justice and employee willingness to engage in customer-oriented behavior. Journal of Services Marketing, 18(4), 267-275.
  • Kim, S. Y., Kim, J. U., & Park, S. C. (2017). The effects of perceived value, website trust and hotel trust on online hotel booking intention. Sustainability, 9, 1-14.
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There are 75 citations in total.

Details

Primary Language Turkish
Subjects Health Care Administration
Journal Section Makaleler
Authors

Haydar Hoşgör This is me 0000-0002-1174-1184

Emrah Cengiz This is me 0000-0001-6524-7563

Publication Date September 16, 2020
Published in Issue Year 2020 Volume: 23 Issue: 3

Cite

APA Hoşgör, H., & Cengiz, E. (2020). İLİŞKİSEL PAZARLAMA STRATEJİLERİ, İLİŞKİSEL KALİTE UNSURLARI VE DAVRANIŞSAL NİYETLER ARASINDAKİ İLİŞKİLERİN İNCELENMESİ. Hacettepe Sağlık İdaresi Dergisi, 23(3), 465-484.
AMA Hoşgör H, Cengiz E. İLİŞKİSEL PAZARLAMA STRATEJİLERİ, İLİŞKİSEL KALİTE UNSURLARI VE DAVRANIŞSAL NİYETLER ARASINDAKİ İLİŞKİLERİN İNCELENMESİ. HSİD. September 2020;23(3):465-484.
Chicago Hoşgör, Haydar, and Emrah Cengiz. “İLİŞKİSEL PAZARLAMA STRATEJİLERİ, İLİŞKİSEL KALİTE UNSURLARI VE DAVRANIŞSAL NİYETLER ARASINDAKİ İLİŞKİLERİN İNCELENMESİ”. Hacettepe Sağlık İdaresi Dergisi 23, no. 3 (September 2020): 465-84.
EndNote Hoşgör H, Cengiz E (September 1, 2020) İLİŞKİSEL PAZARLAMA STRATEJİLERİ, İLİŞKİSEL KALİTE UNSURLARI VE DAVRANIŞSAL NİYETLER ARASINDAKİ İLİŞKİLERİN İNCELENMESİ. Hacettepe Sağlık İdaresi Dergisi 23 3 465–484.
IEEE H. Hoşgör and E. Cengiz, “İLİŞKİSEL PAZARLAMA STRATEJİLERİ, İLİŞKİSEL KALİTE UNSURLARI VE DAVRANIŞSAL NİYETLER ARASINDAKİ İLİŞKİLERİN İNCELENMESİ”, HSİD, vol. 23, no. 3, pp. 465–484, 2020.
ISNAD Hoşgör, Haydar - Cengiz, Emrah. “İLİŞKİSEL PAZARLAMA STRATEJİLERİ, İLİŞKİSEL KALİTE UNSURLARI VE DAVRANIŞSAL NİYETLER ARASINDAKİ İLİŞKİLERİN İNCELENMESİ”. Hacettepe Sağlık İdaresi Dergisi 23/3 (September 2020), 465-484.
JAMA Hoşgör H, Cengiz E. İLİŞKİSEL PAZARLAMA STRATEJİLERİ, İLİŞKİSEL KALİTE UNSURLARI VE DAVRANIŞSAL NİYETLER ARASINDAKİ İLİŞKİLERİN İNCELENMESİ. HSİD. 2020;23:465–484.
MLA Hoşgör, Haydar and Emrah Cengiz. “İLİŞKİSEL PAZARLAMA STRATEJİLERİ, İLİŞKİSEL KALİTE UNSURLARI VE DAVRANIŞSAL NİYETLER ARASINDAKİ İLİŞKİLERİN İNCELENMESİ”. Hacettepe Sağlık İdaresi Dergisi, vol. 23, no. 3, 2020, pp. 465-84.
Vancouver Hoşgör H, Cengiz E. İLİŞKİSEL PAZARLAMA STRATEJİLERİ, İLİŞKİSEL KALİTE UNSURLARI VE DAVRANIŞSAL NİYETLER ARASINDAKİ İLİŞKİLERİN İNCELENMESİ. HSİD. 2020;23(3):465-84.