KURUMSAL İTİBAR VE İMAJIN HASTANELERİN PERFORMANSI İLE İLİŞKİSİ

Year 2012, Volume: 30 Issue: 2, 27 - 55, 31.12.2012

Songül Çınaroğlu , Bayram Şahin

Abstract

Bu çalışma ile, Ankara’da bulunan özel ve kamu hastanelerinde görev yapmakta olan hastane yöneticilerinin ve bu hastanelere başvuran poliklinik hastalarının kurumsal itibar ve imaj algıları arasında fark olup olmadığının belirlenmesi ve kurumsal itibar ve imaj algılarının hastane performans göstergeleri ile ilişkisinin incelenmesi amaçlanmıştır. Araştırmada, kurumsal itibar ve imaj algılarının tespit edilmesi için Ankara metropolitan alanda bulunan toplam yirmi hastaneye Ocak-Temmuz 2011 tarihleri arasında başvuran 400 poliklinik hastası ve bu hastanelerde görev yapmakta olan 90 hastane üst düzey yöneticisine anket uygulanmıştır. Hastane performans göstergelerinin elde edilmesinde ikincil verilerden yararlanılmıştır. Araştırmada hastalar ve hastane yöneticilerinin kurumsal itibar ve imaj algıları arasında farklılıklar olduğu (p<0,05) bulunmuş ve kurumsal itibar ve imaj algısı ile personel memnuniyeti arasında güçlü bir ilişki olduğu belirlenmiştir. Araştırma sonuçları literatürde oldukça tartışılan bir konu olan algılanan kurumsal itibar ve imajın performans göstergelerine nasıl yansıdığı konusunda açıklayıcı bilgiler sunmaktadır.

 

 

Keywords

Kurumsal itibar, kurumsal imaj, hastane performans göstergeleri

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