THE MEDIATING ROLE OF PATIENT SATISFACTION IN THE EFFECT OF CORPORATE REPUTATION ON PATIENT LOYALTY

Abstract

Aim Ensuring patient loyalty is among the priority issues for all health institutions in ensuring sustainability and gaining competitive advantage. In order to contribute to the literature in ensuring patient loyalty, the effect of hospital reputation on patient loyalty and the mediating role of patient satisfaction in this effect were tried to be determined. Methods:200 patients were reached using easy sample management. In addition to demographic characteristics, patient loyalty, patient satisfaction, and corporate reputation scales were used in the study. The research analysis Regression and correlation analyzes were performed in the Smart Pls program. Findings: According to research findings, corporate reputation positively affects patient loyalty, and patient satisfaction plays a positive increasing role in this effect. Conclusion:As a result of the research, it can be stated that hospitals should prioritize reputation and patient satisfaction to ensure patient loyalty. These variables play an essential role in ensuring patient loyalty.

Keywords

• corporate reputation
• patient satisfaction
• patient loyalty

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