Evaluation of Hospital Vision and Mission Statements in terms of Customer Orientation: A Content Analysis for Private Hospitals in Türkiye

Year 2025, Volume: 12 Issue: 1, 21 - 39, 31.03.2025

Tuğba Şahin Çiçek , Furkan Alp , Ahmet Genc

https://doi.org/10.30798/makuiibf.1377961

Abstract

This study aims to examine the vision and purpose statements of private hospitals in Türkiye with regard to their level of customer orientation. In order to achieve this objective, an examination was conducted on the purpose and vision statements of 494 privately owned hospitals in Türkiye. The vision and purpose statements of hospitals were subjected to content analysis using Nwankwo's (1995) customer orientation criteria. The evaluation of the vision and purpose statements was based on the following criteria: "Defining" refers to the emphasis placed on customer-centricity, "Sensitivity" pertains to the proactive approach adopted, "Measuring" signifies the adoption of a formalized approach, and "Implementation" denotes the commitment to taking decisive actions. Ultimately, it was determined that 82% of hospitals possessed purpose and vision statements. The findings of the study indicate that hospitals prioritize the requirements of patients and their families as the focal point of their service provision. The vision statement, accounting for 19.4% of the total content, and the mission statement, comprising 18.5% of the overall content, both emphasize the development of innovative strategies aimed at enhancing the provision of distinct service delivery to patients and their families. Nevertheless, the rate of utilization is relatively inadequate in the context of health services that heavily rely on technological advancements.

Keywords

Mission, Vision, Private Hospital, Customer Orientation

Ethical Statement

Ethics committee approval for the study was obtained from the Istanbul Aydin University Ethics Committee on March 2, 2023, with meeting number 2023/2. The authors declare that the study was conducted in accordance with research and publication ethics. The authors confirm that no part of the study was generated, either wholly or in part, using Artificial Intelligence (AI) tools. The authors declare that there are no financial conflicts of interest involving any institution, organization, or individual associated with this article. Additionally, there are no conflicts of interest among the authors. The authors affirm that they contributed equally to all aspects of the research.

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