Algılanan Hizmet Kalitesinin Tutum Üzerine Etkisinde Hastane Türünün Düzenleyici Etkisi

Abstract

Bu çalışmada, hizmet alınan hastane hakkındaki kalite algısının hastaneye yönelik tutum üzerindeki etkisine hastane türünün düzenleyici rolünün incelenmesi amaçlanmaktadır. Bu kapsamda, Gaziantep'te bulunan bir kamu ve bir özel hastanede sağlık hizmeti alan 250 katılımcıya anket uygulanarak veri toplanmıştır. Yapılan analizler sonucunda, algılanan hizmet kalitesinin hastaneye yönelik tutumlar üzerinde pozitif etkisi olduğu, bu etkide hastane türünün düzenleyici rol oynadığı belirlenmiştir. Ayrıca, kamu hastanelerinden hizmet alanların algıladıkları kalitenin tutumları üzerindeki etkisinin, özel hastanelerden hizmet alanlardan daha yüksek olduğu gözlemlenmiştir. Elde edilen sonuçlar algılanan kalite ve tutumlar arasındaki ilişkinin sağlık hizmetleri alanında incelenmesi ve hastane türünün de etkisini dâhil etmesinden dolayı hem akademik olarak ilgili alana hem de sağlık hizmetleri kurumlarının pazarlama stratejilerine katkı sağlayıcı nitelikte olduğu düşünülmektedir. Araştırmanın sadece Gaziantep’te ve iki hastanede yapılmış olması araştırmanın sınırlılıklarının başında gelmektedir.

Keywords

• Sağlık Hizmetleri Pazarlaması
• Algılanan Hizmet Kalitesi
• Tutum
• Düzenleyici Etki

Moderating Effect of Hospital Type on the Effect of Perceived Quality of Service on Attitude

Abstract

In this study, it is aimed to examine the regulatory role of the hospital type on the effect of the quality perception about the service hospital on the attitude towards the hospital. In this context, data were collected by applying a questionnaire to 250 participants who received health services in one public and one private hospital in Gaziantep. As a result of the analysis, it has been determined that perceived service quality has a positive effect on attitudes towards the hospital, and the type of hospital plays a regulatory role in this effect. Also, it has been observed that the effect of perceived quality by those receiving service from public hospitals on their attitudes is higher than that of those receiving service from private hospitals. The results obtained are thought to contribute to both the academic field and the marketing strategies of healthcare institutions, as the relationship between perceived quality and attitudes is examined in the field of health services and the effect of the type of hospital is also included. The main limitation of the study is that the study was conducted only in Gaziantep and two hospitals.

Keywords

• Health Services
• Perceived Quality of Service
• Attitude
• Regulatory Effect

References

1. Aaker, D.A. (2007). Marka değeri yönetimi (Çev. Ender Orfanlı). Medicat Kitapları
2. Ajzen, I. (2001). Nature and operation of attitudes. Annual review of psychology, 52(1), 27-58.
3. Alibabic, V., Jokic, S., Mujic, I., Rudic, D., Bajramovic, M., & Jukic, H. (2011). Attitudes, behaviors, and perception of consumers’ from northwestern Bosnia and Herzegovina toward food products on the market. Procedia-Social and Behavioral Sciences, 15, 2932-2937.
4. Al-Nasser, M., Yusoff, R. Z., Islam, R., Zainal Abidin, I. S., & Samsudin, S. (2016). Mediating effect of e-service quality perceptions on attitude and trust toward online shopping. International business management, 10(3), 228-240.
5. Angelopoulou, P., Kangis, P. & Babis, G. (1998). Private and public medicine: a comparison of quality perceptions. International Journal of Health Care Quality Assurance, 11(1), 14-20.
6. Aslantekin, F., Göktaş, B., Uluşen, M., & Erdem, R. (2007). Sağlık hizmetlerinde kalite deneyimi: Dr. Ekrem Hayri Üstündağ kadın hastalıkları ve doğum hastanesi örneği. Fırat Sağlık Hizmetleri Dergisi, 2(6), 55-71.
7. Asshidin, N. H. N., Abidin, N., & Borhan, H. B. (2016). Consumer attitude and uniqueness towards international products. Procedia economics and finance, 35, 632-638.
8. Bodet, G. (2008). Customer satisfaction and loyalty in service: two concepts, four constructs, several relationships. Journal of Retailing and Customer Service, 15, 156-162.

9. Boisvert, J., & Ashill, N. J. (2011). How brand innovativeness and quality impact attitude toward new service line extensions: the moderating role of consumer involvement. Journal of Services Marketing, 25(7), 517-527
10. Boone, L. E., & Kurtz, D.L., (1992), Contemporary Marketing, (7th ed.). Dryden Press.
11. Bowen, J. T., & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality, 13(5), 213–217.
12. Bozkurt, İ. (2020). Hastaların bilgi ihtiyacının memnuniyet ve sadakate etkisinde güven düzeyinin ılımlaştırıcı etkisi (Gaziantep örneği), Journal of Institute of Economic Development and Social Researches, 6 (24), 562-580.
13. Camilleri, D., & O’Callaghan, M. (1998). Comparing public and private hospital care service quality. International Journal of Health Care Quality Assurance, 11(4), 127-133.
14. Chen, A., Peng, N., & Hung, K. P. (2015). The effects of luxury restaurant environments on diners’ emotions and loyalty: incorporating diner expectations into an extended Mehrabian-Russell model. International Journal of Contemporary Hospitality Management, 27(2), 236-260.
15. 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.
16. Erdoğan, E., & Aksoy, R. (2014). Algılanan hizmet kalitesi ölçüm modelleri ile ilgili yazın taraması. TISK Akademi, 9(17), 156 - 185
17. Etzel, M. J., Walker, B. J., & Stanton, W. J. (1997). Marketing (11th ed.). McGraw–Hill.
18. Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6–21.
19. Garvin, D. A. (1984). Product quality: An important strategic weapon. Business Horizons, 27(3), 40–43.
20. George, D., & Mallery, P. (2019). IBM SPSS Statistics 26 Step by Step: A Simple Guide and Reference (6th ed.). Routledge.
21. Gonzalez, M. E. A., Comesana, L. R., & Brea, J. A. F. (2007). Assessing tourist behavioural intentions through perceived service quality and customer satisfaction. Journal of Business Research, 60(2), 153–160.
22. Harcar, T. (1991), Sağlık hizmetleri pazarlaması. Pazarlama Dünyası Dergisi, 5(25).
23. Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: a regression-based approach (2th ed). The Guilford Press.
24. Herrmann, A., Huber, F., & Braunstein, C. (2000). Market–driven product and service design: Bridging the gap between customer needs, quality anagement, and customer satisfaction. International Journal of Production Economics, 66(1), 77–96.
25. Horvat, S., & Dosen, D. O. (2013). Perceived risk influence on the consumer attitude to private labels in the product's life cycle growth stage. Economic and Business Review for Central and South-Eastern Europe, 15(4), 267.
26. Irfan, S. M., & Ijaz, A. (2011). Comparison of service quality between private and government hospitals: an empirical study of Pakistan. Journal of Quality and Technology Management, 7(1), 1-22.
27. Javed, S. A., & Ilyas, F. (2018). Service quality and satisfaction in healthcare sector of Pakistan— the patients’ expectations. International Journal of Health Care Quality Assurance, 31(6), 489-501.
28. Karahan, K. (2000). Hizmet pazarlaması. Beta Yayınları: İstanbul
29. Kavuncubaşı, Ş., & Yıldırım, S. (2012). Hastane ve sağlık kurumları yönetimi, (3. Baskı). Siyasal Kitabevi.
30. Keller, K. L., & Aaker, D. A. (1992). The effect of sequential introduction of brand extensions. Journal of Marketing Research, 29, 35-50.
31. Kemp, E., Jillapalli, R., & Becerra, E. (2014). Healthcare branding: developing emotionally based consumer brand relationships. Journal of Services Marketing, 28(2), 126–137.
32. Khan, M. A. (2010). An empirical assessment of service quality of cellular mobile telephone operators in Pakistan. Asian Social Science, 6(10), 164.
33. Kıdak B. L., & Aksaraylı M. (2008) Yatan hasta memnuniyetinin değerlendirilmesi ve izlenmesi: eğitim ve araştırma hastanesi uygulaması. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 10(3), 87-122.
34. Kim, M. K., Park, M.C., & Jeong, D. H. (2004). The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunication Policy, 28(2), 145–159.
35. Kolter, P. (1997). Marketing management (9th ed.). Prentice –Hall.
36. Kotler, P. A. (2001). The Principles of Marketing. Prentice Hall.
37. Kurtulmuş, S. (1998). Sağlık ekonomisi ve hastane yönetimi. Değişim Dinamikleri Yayınları.
38. Kwateng, K. O., Lumor, R., & Acheampong, F. O. (2017). Service quality in public and private hospitals: A comparative study on patient satisfaction. International Journal of Healthcare Management, 12(4), 251-258.
39. Lei, P., & Jolibert, A. (2012). A three-model comparison of the relationship between quality, satisfaction and loyalty: an empirical study of the Chinese healthcare system. BMC Health Services Research 12, 436.
40. Lichtenstein, D. R., & Bearden, W. O. (1989). Contextual influences on perceptions of merchant-supplied reference prices. Journal of Consumer Research, 16, 55-66.
41. Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: evaluation, feeling, and satisfaction. Journal of Consumer Research, 20(3), 451-466.
42. McCoach, D. B., Gable, R. K., & Madura, J. P. (2013). Instrument development in the affective domain (3th ed.). Springer
43. Nasim, K., & Janjua, S. Y. (2014). Service quality perceptions and patients’ satisfaction: a comparative case study of a public and a private sector hospital in Pakistan. International Journal for Quality Research, 8(3), 447-460.
44. Odabaşı, Y., & Barış, G. (2002). Tüketici davranışı, MediaCat Kitapları
45. Odabaşı, Y., (1994). Sağlık Hizmetleri Pazarlaması, Eskişehir: Anadolu Üniversitesi Yayın No:799, Açıköğretim Fakültesi Yayın No:409
46. Odebiyi D. O., Aiyejusunle, C. B., Ojo, T. S., & Tella, B. A. (2009). Comparison of patients’ satisfaction with physiotherapy care in private and public hospitals. Journal of the Nigeria Society of Physiotherapy, 17, 23-29.
47. Okumuş, A., & Duygun, A. (2008). Eğitim hizmetlerinin pazarlanmasında hizmet kalitesinin ölçümü ve algılanan hizmet kalitesi ile öğrenci memnuniyeti arasındaki ilişki. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 8(2), 17–38.
48. Öncü, M. A., Yıldırım, S., Bostancı, S., & Erdoğan, F. (2021). The effect of COVID-19 pandemic on health management and health services: A case of Turkey. Duzce Medical Journal, 23 (Special Issue), 61-70.
49. Özdamar, K. (2016). Eğitim, sağlık ve davranış bilimlerinde ölçek ve test geliştirme yapısal eşitlik modellemesi (1st ed.). Nisan Kitapevi.
50. Özeltürkay, E. Y., & Orel, F. D. (2016). Sağlık sektöründe hizmet kalitesi, müşteri memnuniyeti ve bağlılık ilişkisi: Devlet, özel ve üniversite hastaneleri karşılaştırması. Çağ Üniversitesi Sosyal Bilimler Dergisi, 13(2), 46-76.
51. Parasuraman, A., Zeithaml, V., & Berry, L. (1985). A Conceptual model of service quality and ıts ımplications for future research. Journal of Marketing, 49(4), 41-50.
52. Prof. Dr. Sirel Karakaş- Psikoloji Sözlüğü, (Erişim: 28.01.2021), https://www.psikolojisozlugu.com/attitude-tutum
53. Putra, R. A., Hartoyo, H., & Simanjuntak, M. (2017). The impact of product quality, service quality, and customer loyalty program perception on retail customer attitude. Independent Journal of Management & Production, 8(3), 1116-1129.
54. Shabbir, A., Malik, S. A., & Malik, S. A. (2016). Measuring patients’ healthcare service quality perceptions, satisfaction, and loyalty in public and private sector hospitals in Pakistan. International Journal of Quality & Reliability Management, 33(5), 1-29.
55. Shahzadi, M., Malik, S.A., Ahmad, M. &S habbir, A. (2018). Perceptions of fine dining restaurants in Pakistan: what influences customer satisfaction and behavioural intentions? International Journal of Quality & Reliability Management, 35(3), 635-655.
56. Sözen, C. (2003). Sağlık yönetimi. Palme Yayıncılık.
57. Taner T., & Antony J. (2006). Comparing public and private hospital care service quality in Turkey. Leadership in Health Services 19(2). 1-10.
58. Taylor, S. A., & Cronin, J. J. Jr (1994). Modeling patient satisfaction and service quality. Journal of Health Care Marketing, 14(1), 34-44.
59. TDK (2021). Tutum, (Erişim: 28.01.2021), https://sozluk.gov.tr
60. Tengilimoğlu, D. (2001). Hastane seçimine etkili olan faktörler: bir alan uygulaması. Gazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, 3(1), 85-98.
61. Tengilimoğlu, E., Parıltı, N., & Yar, C. E. (2015). Hastane ve hekim seçiminde sosyal medyanın kullanım düzryi: Ankara ili örneği. Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 17(2), 76-96.
62. Turab, K. H. A. N., Ahmed, N., & Hussain, H. I. (2018). Impact of perceived quality on consumer attitude ın food ındustry of Pakistan. Turkish Journal of Marketing, 3(3), 181-198.
63. Vera, J. (2015). Perceived brand quality as a way to superior customer perceived value crossing by moderating effects. Journal of Product & Brand Management, 24(2), 147-156.
64. Völckner, F., Rühle, A., & Spann, M. (2012). To divide or not to divide? The impact of partitioned pricing on the informational and sacrifice effects of price. Marketing Letters, 23(3), 719–730.
65. Watson, P., & Howarth, T. (2012). Construction quality management principles and practice (1th ed.). Routledge.
66. Williams S. J., & Calnan M. (1991). Convergence and divergence: assessing criteria of consumer satisfaction across general practice, dental and hospital care setting. Social Science & Medicine, 33(6), 707-716.
67. Yerebakan, M. (2000), Özel hastaneler araştırması mevcut durum, sorunlar ve çözüm önerileri. İstanbul Ticaret Odası Yayın No:2000-26
68. Yıldırım, S., Yildirim, D. C., & Calıskan, H. (2020). The influence of health on economic growth from the perspective of sustainable development: A case of OECD countries. World Journal of Entrepreneurship, Management and Sustainable Development, 16(3), 181-194.
69. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1988). Communication and control press in the delivery of service Quality. Journal of Marketing, 52(2), 35–48.
70. Zeithaml, V. A., Berry, L.L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
71. Zeng, H., & Hao, L. (2016). Cross-cultural examination of the effects of promotional framing on consumers’ responses: A comparison of China and Pakistan. International Business Review, 25(5), 1020-1029.
72. Zineldin, M., (2006). The quality of health care and patient satisfaction: an exploratory investigation of the 5Qs model at some Egyptian and Jordanian medical clinics. International Journal of Health Care Quality Assurance, 19(1), 60-92.