RELATIONSHIP BETWEEN PATIENT SATISFACTION AND HOSPITAL BRAND IMAGE: A META-ANALYTIC STUDY

Year 2022, Volume: 7 Issue: 2, 171 - 185, 27.07.2022

Haydar Hoşgör Ekrem Sevim

Abstract

Aim: In this meta-analytic study, the relationship between satisfaction and brand image variables was
investigated from the perspectives of patients and hospitals.
Methods: After our review of the literature which covered 2010 and 2021, 19 studies that met the inclusion
criteria were analyzed with the meta-analysis method. The Comprehensive Meta-Analysis package program
was used in the analysis of the data.
Results: The sample consisted of 6,038 studies on the subject. It was determined that 100% of the studies
were published as articles, 68.4% were in English, 31.6% were published between 2010 and 2015, and
68.4% were published between 2016 and 2021. According to the random effect model, a statistically
significant, positive, and strong relationship (r: ~0.50) was determined between patient satisfaction and
hospital brand image variables.
Conclusion: According to the results of the research, a positive and strong relationship was found between
patient satisfaction and hospital brand image. In this context, it can be recommended that hospital
administrators who want their hospitals' brand image to be perceived by health service recipients as high
should attach more importance to patient satisfaction.

Keywords

Patient satisfaction, branding, hospital image, hospital brand

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