Ankara Metropolitan Alanda Bulunan Hastanelerin İtibar ve İmaj Algısı Açısından Kümelenmesi
Year 2015,
Volume: 20 Issue: 1, 277 - 290, 01.03.2015
arş.gör.uzm.songül Çınaroğlu
Abstract
Perception of reputation and image towards an organization directs communication processes of a corporation with its stakeholders especially with consumers. In this study it was aimed to determine how total 16 hospitals clustering via perception of patients and hospital managers reputation and image which are private, public and teaching status and located in Ankara metropolitan area. Using expectation maximization method it was determined that optimum cluster number is 6 and cluster analysis made using k-medoid clustering algorithm. At the end of the analysis it was seen that private and public hospitals were in a two different clusters, teaching hospitals and university hospitals were separated from them, they were single clusters. Results of this study provide useful information for health policy makers about managing intangible assets like reputation and image
References
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- AKSOY, R. ve BAYRAMOĞLU, V. (2008). “Sağlık İşletmeleri İçin Kurumsal İmajın Temel Belirleyicileri: Tüketici Değerlemeleri”, ZKÜ Sosyal Bilimler Dergisi, 4(7), 85-96.
- ALKİBAY, S.; ÖZDOĞAN, F. B. ve ERMEC, A. (2007). “Corporate Visual Identity: A Case in Hospitals”, Health Marketing Quarterly, 24(3/4), 131-149.
- ALPAR R. (2011). ‘Uygulamalı Çok Değişkenli İstatistiksel Yöntemler’, Detay Yayıncılık, Ankara.
- ANDELEEB, S. S. (2000). “Service Quality In Public And Private Hospitals in Urban Bangladesh: A Comparative Study”, Health Policy, 53, 25-37.
- ANDERSON, G. ve HUSEEY, P. S. (2001). “Comparing Health System Performance in OECD Countries”, Health Affairs, 20(3), 219-232.
- ANDERSON, S. (2012). “Public, Private, Neither, Both? Publicness Theory And The Analysis Of Healthcare Organizations”, Social Science & Medicine, 74 (3): 313- 322.
- CHERNEW, M., SCANLON, D. ve HAYWARD, R. (1998). 'Insurance Type and Choice of Hospital for Coronary Artery Bypass Graft Surgery', Health Services Research, 33(3), 447-466.
- COŞGUN, E. ve KARAAĞAOĞLU, E. (2011). “Veri Madenciliği Yöntemleri İle Mikrodizilim Gen İfade Analizi”, Hacettepe Tıp Dergisi, 42 (4), 180-189.
- ÇINAROĞLU, S. ve ŞAHİN, B. (2012). “Kurumsal İtibar ve İmajın Hastanelerin Performansı İle İlişkisi”, Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 30(2), 27-56.
- DEALEY, C. (2005). 'The Factors That Influence Patients' Choice of Hospital and Treatment', British Journal of Nursing, 14(10), 576-579.
- DEMSETZ, H. (1967). 'Towards A Theory Property Rights', American Economic Review, 57(2), 347-359.
- DİLTS, David, KHAMALAH, J. ve PLOTKİN, A. (1995). 'Using Cluster Analysis for Medical Resource Decision Making', Medical Decision Making, 15(4), 333-346.
- DREVS F, TSCHEULİN D. K. ve LINDENMEIER, J. (2012). “Do Patient Perceptions Vary With Ownership Status? A Study of Nonprofit, For-Profit and Public Hospital Patients”, Nonprofit and Voluntary Sector Quarterly, September 21, 1- 21.
- FOMBRUN, C.J. (1996). “Reputation: Realizing Value from the Corporate Image”, Harvard Business School Press.
- GÖK, M. Ş. ve SEZEN, B. (2011). “Capacity Inefficiencies of Teaching and Non-Teaching Hospitals”, The Service Industries Journal, 32(14), 2307-2328.
- GRAY, E. R. ve BALMER, J. M.T. (1998). “Managing Corporate Image and Corporate Reputation”, Long Range Planning, 31(5), 695-702.
- GROSSKOPF, S., MARGARITIS, D. ve VALDMANİS, V. (2004). ‘Competitive Effects on Teaching Hospitals’, European Journal of Operational Research, 154(2), 515- 525.
- HIBBARD, J. H., STOCKARD, J. ve TUSLER, M. (2005). “Hospital Performance Reports: Impact On Quality, Market Share, And Reputation”, Health Affairs, 24(4), 1150-1160.
- HORWITZ, J. R. (2005). “Making Profits and Providing Care: Comparing Nonprofit, ForProfit, and Government Hospitals”, Health Affairs, 24(3), 790-801.
- IGLEHART J. K. (1993). “Teaching Hospitals”, The New England Journal of Medicine, Sept.30, 1052-1056.
- IŞIK, M. ve ÇAMURCU, A.Y. (2007). 'K-Means, K-Medoids ve Bulanık C-Means Algoritmalarının Uygulamalı Olarak Performanslarının Tespiti', İstanbul Ticaret Üniversitesi Fen Bilimleri Dergisi, 6(11), 31-45.
- JAVALGI, R., WHIPPLE, T., MANAMON, M. ve EDICK, V. (1992). “Hospital Image: A Correspondence Analysis”, Journal of Health Care Marketing, 12(4), 34-41.
- KARABULUT, E., ALPAR R. ve ÖZAYAR, E. (2006). “Hastalıkların Yere Göre Kümelenmesinde Kullanılan Yöntemler”, İnönü Üniversitesi, Tıp Fakültesi Dergisi, 13(1), 37-43.
- KARAOSMANOĞLU, E. (2006). “Determinants of Corporate Image Formation: A Consumer Level Model Incorporating Corporate Identity Mix Elements and Unplanned Communication Factors”, Doctoral Thesis, University of Warwick.
- KIM, K.H., KIM K.S., KIM, D.Y., KIM; J.H., KANG S.H. (2008). “Brand Equity in Hospital Marketing”, Journal of Business Research, 61(1), 75-82.
- KONDILIS, E., GAVANA, M., GIANNAKOPOULOS, S., SMYRNAKIS, E., DOMBROS, N. ve BENOS, A. (2011). “Payments and Quality of Care In Private For-Profit and Public Hospitals In Greece”, BMC Health Services Research, 11(234).
- KOTLER, P. (1991). Marketing Management–Analysis, Planning, Implementation, and Control, 7th ed. New Jersey: Prentice-Hall International.
- KUPERSMITH, J. (2005). “Quality of Care in Teaching Hospitals: A Literature Review”, Academic Medicine, 80(5), 458- 466.
- MELEWAR, T.C. (2003). “Determinants of The Corporate Identity Costruct: A Review of The Literature”, Journal of Marketing Communications', 9(4), 195-220.
- NGUYEN, N., LEBLANC, G. (2001a). “Corporate Image And Corporate Reputation In Customers’ Retention Decisions In Services’, Journal of Retailing and Consumer Services, 8(4), 227-236.
- NGUYEN N.., LEBLANC G. (2001b). “Image and Reputation of Higher Education Institutions In Students’ Retention Decisions”, The International Journal of Educational Management, 15(6), 303-311.
- ÖZDAMAR, K. (2010). "Paket Programlar İle İstatistiksel Veri Analizi", Kaan Kitabevi.
- PETROMILLI, M. ve MICHALCZYK, D. (1999). “Your Most Valuable Asset Increasing The Value of Your Hospital Through Its Brand”, Marketing Health Services, 19(2), 4-9.
- POLANCZYK, C.A., LANE, A., COBURN, M., PHILBIN, E.F., DEC, W.G., DISALVO, T.G. (2002). ‘Hospital Outcomes in Major Teaching, Minor Teaching and Nonteaching Hospitals in New York State’, The American Journal of Medicine, 112 (4), 255-261.
- ROSENTHAL G.E., HARPER, D.L., QUINN L. M., COOPER, G. S. (1997). ‘SeverityAdjusted Mortality and Length of Stay in Teaching and Nonteaching Hospitals’, The Journal of American Medical Association, 278(6), 485-490.
- ROUSSEEUW, P. (1987). 'Silhouettes: A Graphical Aid To The Interpretation and Validation of Cluster Analysis', Journal of Computational and Applied Mathematics, 20(10), 53-65.
- SCHWARTZ, R. W. ve POGGE, C. (2000). “Physician Leadership Is Essential To The Survival of Teaching Hospitals”, The American Journal of Surgery, 179(6), 462- 468.
- SELTZER, S.E., GILLIS, A.E., CHIANGO, B.F., ADAMS, D.F., JOLESZ, F., VIERA, M., SACK D., BERNARD, J., FLEISCHMANN, J. ve BATITT, S. (1992). “Marketing CT and MR Imaging Services In A Large Urban Teaching Hospital”, Radiology, 183 (2), 529-534.
- ŞATIR, Ç. (2006). ‘The Nature of Corporate Reputation and Measurement Reputation Components: An Emprical Study Within A Hospital’, Corporate Communications: An International Journal, 11(1), 56-63.
- TAI, W.T., PORELL, F.W. ve ADAMS, K. E. (2004). “Hospital Choice of Rural Medicare Beneficiaries: Patient, Hospital Attributes and The Patient-Physician Relationship”, Health Services Research, 39(6), 1903-1922.
- THOMAS J. W., GRIFFITH J. R. ve DURANCE, P. (1981). 'Defining Hospital Clusters and Associated Service Communities In Metropolitan Areas', Socio-Economic Planning Science, 15(2), 45-51.
- VERCIC, A. T. ve VERCIC, D. (2002). “Reputation As Matching Identities and Images: Extending Davies anf Chun's (2002) Research On Gaps Between The Internal and External Perceptions of The Corporate Brand”, Journal of Marketing Communications, 13(4), 277-290.
- VOLLMERS, S. M., MILLER, D. W. ve KILIÇ, Ö., (2010). “An Analysis of Hospital Brand Mark Clusters”, Journal of Hospital Marketing & Public Relations, 20(2), 87-99.
- VRANGBAEK, K., OSTERGREN, K., BIRK, H., ve WINBLAD, U. (2007). “Patient Reaction To Hospital Choice In Norway, Denmark and Sweden”, Health Economics, Policy and Law, 2(2), 125-152.
ANKARA METROPOLİTAN ALANDA BULUNAN HASTANELERİN İTİBAR VE İMAJ ALGISI AÇISINDAN KÜMELENMESİ
Year 2015,
Volume: 20 Issue: 1, 277 - 290, 01.03.2015
arş.gör.uzm.songül Çınaroğlu
Abstract
Bir kuruma yönelik itibar ve imaj algısı o kurumun tüketiciler başta olmak üzere tüm paydaşlar ile kurduğu iletişim süreçlerini yönlendirmektedir. Bu araştırmada Ankara metropolitan alanda bulunan toplam 16 özel, kamu, eğitim-araştırma ve üniversite hastanesinin hastalar ve hastane yöneticilerinin itibar ve imaj algılarına göre nasıl kümelendiğinin belirlenmesi amaçlanmıştır. Çalışmada expectation maximization yöntemi kullanılarak optimum küme sayısı 6 olarak belirlenmiş ve k-medoid kümeleme algoritması kullanılarak kümeleme yapılmıştır. Analiz sonuçlarına göre özel hastanelerin ve kamu hastanelerinin iki ayrı kümede toplandıkları, eğitim ve araştırma hastaneleri ile üniversite hastanelerinin ise tek başlarına bir küme olarak ayrıldıkları görülmüştür. Araştırma sonuçları sağlık alanında politika yapıcılara itibar ve imaj gibi soyut varlıkların yönetimi konusunda yararlı bilgiler sunmaktadır
References
- ABRAHAM, T. (2007). “Identifying The Parameters of Corporate Reputation for The Hospital Industry in Singapore”, Doctoral Thesis, Singapore: University of South Australia.
- AKINCI, F., ESATOĞLU, E. A., TENGİLİMOĞLU, D. ve PARSONS, A. (2004). “Hospital Choice Factors: A Case Study in Turkey”, Hospital Marketing Quarterly, 22(1), 3-19.
- AKINCI, F., MOLLAHALİLOĞLU, S., GÜRSÖZ, H. ve ÖĞÜCÜ, F. (2012). ‘Assessment of Turkish Health Care System Reforms: A Stakeholder Analysis’, Health Policy, 107(1), 21-30.
- AKSOY, R. ve BAYRAMOĞLU, V. (2008). “Sağlık İşletmeleri İçin Kurumsal İmajın Temel Belirleyicileri: Tüketici Değerlemeleri”, ZKÜ Sosyal Bilimler Dergisi, 4(7), 85-96.
- ALKİBAY, S.; ÖZDOĞAN, F. B. ve ERMEC, A. (2007). “Corporate Visual Identity: A Case in Hospitals”, Health Marketing Quarterly, 24(3/4), 131-149.
- ALPAR R. (2011). ‘Uygulamalı Çok Değişkenli İstatistiksel Yöntemler’, Detay Yayıncılık, Ankara.
- ANDELEEB, S. S. (2000). “Service Quality In Public And Private Hospitals in Urban Bangladesh: A Comparative Study”, Health Policy, 53, 25-37.
- ANDERSON, G. ve HUSEEY, P. S. (2001). “Comparing Health System Performance in OECD Countries”, Health Affairs, 20(3), 219-232.
- ANDERSON, S. (2012). “Public, Private, Neither, Both? Publicness Theory And The Analysis Of Healthcare Organizations”, Social Science & Medicine, 74 (3): 313- 322.
- CHERNEW, M., SCANLON, D. ve HAYWARD, R. (1998). 'Insurance Type and Choice of Hospital for Coronary Artery Bypass Graft Surgery', Health Services Research, 33(3), 447-466.
- COŞGUN, E. ve KARAAĞAOĞLU, E. (2011). “Veri Madenciliği Yöntemleri İle Mikrodizilim Gen İfade Analizi”, Hacettepe Tıp Dergisi, 42 (4), 180-189.
- ÇINAROĞLU, S. ve ŞAHİN, B. (2012). “Kurumsal İtibar ve İmajın Hastanelerin Performansı İle İlişkisi”, Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 30(2), 27-56.
- DEALEY, C. (2005). 'The Factors That Influence Patients' Choice of Hospital and Treatment', British Journal of Nursing, 14(10), 576-579.
- DEMSETZ, H. (1967). 'Towards A Theory Property Rights', American Economic Review, 57(2), 347-359.
- DİLTS, David, KHAMALAH, J. ve PLOTKİN, A. (1995). 'Using Cluster Analysis for Medical Resource Decision Making', Medical Decision Making, 15(4), 333-346.
- DREVS F, TSCHEULİN D. K. ve LINDENMEIER, J. (2012). “Do Patient Perceptions Vary With Ownership Status? A Study of Nonprofit, For-Profit and Public Hospital Patients”, Nonprofit and Voluntary Sector Quarterly, September 21, 1- 21.
- FOMBRUN, C.J. (1996). “Reputation: Realizing Value from the Corporate Image”, Harvard Business School Press.
- GÖK, M. Ş. ve SEZEN, B. (2011). “Capacity Inefficiencies of Teaching and Non-Teaching Hospitals”, The Service Industries Journal, 32(14), 2307-2328.
- GRAY, E. R. ve BALMER, J. M.T. (1998). “Managing Corporate Image and Corporate Reputation”, Long Range Planning, 31(5), 695-702.
- GROSSKOPF, S., MARGARITIS, D. ve VALDMANİS, V. (2004). ‘Competitive Effects on Teaching Hospitals’, European Journal of Operational Research, 154(2), 515- 525.
- HIBBARD, J. H., STOCKARD, J. ve TUSLER, M. (2005). “Hospital Performance Reports: Impact On Quality, Market Share, And Reputation”, Health Affairs, 24(4), 1150-1160.
- HORWITZ, J. R. (2005). “Making Profits and Providing Care: Comparing Nonprofit, ForProfit, and Government Hospitals”, Health Affairs, 24(3), 790-801.
- IGLEHART J. K. (1993). “Teaching Hospitals”, The New England Journal of Medicine, Sept.30, 1052-1056.
- IŞIK, M. ve ÇAMURCU, A.Y. (2007). 'K-Means, K-Medoids ve Bulanık C-Means Algoritmalarının Uygulamalı Olarak Performanslarının Tespiti', İstanbul Ticaret Üniversitesi Fen Bilimleri Dergisi, 6(11), 31-45.
- JAVALGI, R., WHIPPLE, T., MANAMON, M. ve EDICK, V. (1992). “Hospital Image: A Correspondence Analysis”, Journal of Health Care Marketing, 12(4), 34-41.
- KARABULUT, E., ALPAR R. ve ÖZAYAR, E. (2006). “Hastalıkların Yere Göre Kümelenmesinde Kullanılan Yöntemler”, İnönü Üniversitesi, Tıp Fakültesi Dergisi, 13(1), 37-43.
- KARAOSMANOĞLU, E. (2006). “Determinants of Corporate Image Formation: A Consumer Level Model Incorporating Corporate Identity Mix Elements and Unplanned Communication Factors”, Doctoral Thesis, University of Warwick.
- KIM, K.H., KIM K.S., KIM, D.Y., KIM; J.H., KANG S.H. (2008). “Brand Equity in Hospital Marketing”, Journal of Business Research, 61(1), 75-82.
- KONDILIS, E., GAVANA, M., GIANNAKOPOULOS, S., SMYRNAKIS, E., DOMBROS, N. ve BENOS, A. (2011). “Payments and Quality of Care In Private For-Profit and Public Hospitals In Greece”, BMC Health Services Research, 11(234).
- KOTLER, P. (1991). Marketing Management–Analysis, Planning, Implementation, and Control, 7th ed. New Jersey: Prentice-Hall International.
- KUPERSMITH, J. (2005). “Quality of Care in Teaching Hospitals: A Literature Review”, Academic Medicine, 80(5), 458- 466.
- MELEWAR, T.C. (2003). “Determinants of The Corporate Identity Costruct: A Review of The Literature”, Journal of Marketing Communications', 9(4), 195-220.
- NGUYEN, N., LEBLANC, G. (2001a). “Corporate Image And Corporate Reputation In Customers’ Retention Decisions In Services’, Journal of Retailing and Consumer Services, 8(4), 227-236.
- NGUYEN N.., LEBLANC G. (2001b). “Image and Reputation of Higher Education Institutions In Students’ Retention Decisions”, The International Journal of Educational Management, 15(6), 303-311.
- ÖZDAMAR, K. (2010). "Paket Programlar İle İstatistiksel Veri Analizi", Kaan Kitabevi.
- PETROMILLI, M. ve MICHALCZYK, D. (1999). “Your Most Valuable Asset Increasing The Value of Your Hospital Through Its Brand”, Marketing Health Services, 19(2), 4-9.
- POLANCZYK, C.A., LANE, A., COBURN, M., PHILBIN, E.F., DEC, W.G., DISALVO, T.G. (2002). ‘Hospital Outcomes in Major Teaching, Minor Teaching and Nonteaching Hospitals in New York State’, The American Journal of Medicine, 112 (4), 255-261.
- ROSENTHAL G.E., HARPER, D.L., QUINN L. M., COOPER, G. S. (1997). ‘SeverityAdjusted Mortality and Length of Stay in Teaching and Nonteaching Hospitals’, The Journal of American Medical Association, 278(6), 485-490.
- ROUSSEEUW, P. (1987). 'Silhouettes: A Graphical Aid To The Interpretation and Validation of Cluster Analysis', Journal of Computational and Applied Mathematics, 20(10), 53-65.
- SCHWARTZ, R. W. ve POGGE, C. (2000). “Physician Leadership Is Essential To The Survival of Teaching Hospitals”, The American Journal of Surgery, 179(6), 462- 468.
- SELTZER, S.E., GILLIS, A.E., CHIANGO, B.F., ADAMS, D.F., JOLESZ, F., VIERA, M., SACK D., BERNARD, J., FLEISCHMANN, J. ve BATITT, S. (1992). “Marketing CT and MR Imaging Services In A Large Urban Teaching Hospital”, Radiology, 183 (2), 529-534.
- ŞATIR, Ç. (2006). ‘The Nature of Corporate Reputation and Measurement Reputation Components: An Emprical Study Within A Hospital’, Corporate Communications: An International Journal, 11(1), 56-63.
- TAI, W.T., PORELL, F.W. ve ADAMS, K. E. (2004). “Hospital Choice of Rural Medicare Beneficiaries: Patient, Hospital Attributes and The Patient-Physician Relationship”, Health Services Research, 39(6), 1903-1922.
- THOMAS J. W., GRIFFITH J. R. ve DURANCE, P. (1981). 'Defining Hospital Clusters and Associated Service Communities In Metropolitan Areas', Socio-Economic Planning Science, 15(2), 45-51.
- VERCIC, A. T. ve VERCIC, D. (2002). “Reputation As Matching Identities and Images: Extending Davies anf Chun's (2002) Research On Gaps Between The Internal and External Perceptions of The Corporate Brand”, Journal of Marketing Communications, 13(4), 277-290.
- VOLLMERS, S. M., MILLER, D. W. ve KILIÇ, Ö., (2010). “An Analysis of Hospital Brand Mark Clusters”, Journal of Hospital Marketing & Public Relations, 20(2), 87-99.
- VRANGBAEK, K., OSTERGREN, K., BIRK, H., ve WINBLAD, U. (2007). “Patient Reaction To Hospital Choice In Norway, Denmark and Sweden”, Health Economics, Policy and Law, 2(2), 125-152.