Kurumsal İmajın Tavsiye Niyeti Üzerindeki Etkisinde Hasta Güvensizliğinin Aracı Rolü

Abstract

Amaç: Bu çalışmanın amacı, kurumsal imajın tavsiye niyeti üzerindeki etkisini ve bu etkideki hasta güvensizliğinin aracı rolünü belirlemektir. Gereç ve Yöntem: Araştırma, Nisan 2017'de bir Eğitim ve Araştırma Hastanesi'nden sağlık hizmeti alan 330 hasta ile gerçekleştirilmiştir. Veriler hastalarla yüz yüze görüşülerek toplanmıştır. Veri toplama araçları olarak kurumsal imaj ölçeği, tavsiye niyeti ölçeği, hasta güvensizlik ölçeği ve tanıtıcı bilgi formu kullanılmıştır. Verilerin analizinde tanımlayıcı istatistiksel yöntemler, keşfedici faktör analizi, güvenirlik analizi, korelasyon analizi ve aracı rolü belirlemek için ise Hayes tarafından geliştirilen SPSS Process Makro regresyon analizi kullanılmıştır. Analizler %95 güven aralığında yapılmıştır. Bulgular: Çalışmanın bulgularına göre, kurumsal imaj ile tavsiye niyeti arasında pozitif bir korelasyon varken, hasta güvensizliği ile kurumsal imaj ve tavsiye niyeti arasında negatif bir korelasyon olduğu gözlenmektedir. Bu çalışmadan çıkarılacak bir diğer önemli bulgu ise, kurumsal imajın tavsiye niyeti üzerinde olumlu bir etkiye sahip olduğu ve bu etkide hasta güvensizliğinin olumsuz bir rol oynadığıdır. Sonuç: Sağlık kuruluşları, kurumsal imajlarını hastaların zihinlerinde başarılı bir şekilde konumlandırmak için hastalarının tavsiye etme niyetine önem vermeli ve bunları geliştirmeye yönelik çaba harcamalıdır. Bununla birlikte hastaların güvensizlik duymalarına sebep olan faktörler belirlenmelidir.

Keywords

• Sağlık Hizmetleri
• Hastalar
• Güven
• Niyet
• Pazarlama.

Project Number

YOK

The Mediating Role of Patient Distrust in the Impact of Corporate Image on Recommendation Intention

Abstract

Objective: The purpose of this study is to determine the effect of corporate image on recommendation intention and the mediating role of patient distrust in relation to this effect. Materials and Methods: The study was conducted with 330 patients receiving healthcare services from a Training and Research Hospital in April 2017. The data was collected through face-to-face interviews with the patients. The corporate image scale, the recommendation intention scale, the patient distrust scale and an introductory information form were used as the data collection tools. Descriptive statistical methods, exploratory factor analysis, reliability analysis, correlation analysis and the Process Macro regression analysis for SPSS developed by Hayes were used in order to determine the mediating role and the data analysis. The analyses were made at a 95% confidence interval. Results: The results of the study show there to be a negative correlation between patient distrust and recommendation intention as well as corporate image while demonstrating a positive correlation between corporate image and recommendation intention. Another important result to be drawn from this study is that corporate image has a positive effect on recommendation intention and that patient distrust plays a negative role in this effect. Conclusion: Healthcare institutions attach importance to the recommendation intention of its patients and they need to devote efforts to improve them in order to position their corporate image in the patients' minds successfully. In the meantime, determining and minimizing the factors leading to distrust among patients is crucial.

Keywords

• Healthcare Services
• Patients
• Trust
• Intention
• Marketing.

Supporting Institution

YOK

Project Number

YOK

Thanks

The authors would like to thank all the participants for their contributions.

References

1. Anderson, E.W. (1998). Customer Satisfaction and Word of Mouth. Journal of Service Research, 1(1), 5-17. https://doi.org/10.1177/109467059800100102
2. Arlı, E. (2012). Yat Limanı İşletmeciliğinde Algılanan Hizmet Kalitesi Faktörlerinin Tekrar Tercih Etme Niyeti, Tavsiye Etme Niyeti ve Genel Memnuniyet Düzeyi Üzerindeki Etkisi. Anatolia: Turizm Araştırmaları Dergisi, 23(1), 19-32.
3. Ashraf, S., Ilyas, R., Imtiaz, M., & Ahmad, S. (2018). Impact of Service Quality, Corporate Image and Perceived Value on Brand Loyalty with Presence and Absence of Customer Satisfaction: A Study of four Service Sectors of Pakistan. International Journal of Academic Research in Business and Social Sciences, 8(2), 452-474. https://doi.org/10.6007/IJARBSS/v8-i2/3885
4. Ayhan, B., & Canöz, K. (2006). Hastaların Hastane Tercihinde Etkili Olan Halkla İlişkiler Faaliyetleri. Ulusal Halkla İlişkiler Sempozyumu, 27-28.
5. Bayın, G. (2013). Hastanelerde Kurumsal İmaj ve Hasta Bağlılığı İlişkisi: Ankara Eğitim ve Araştırma Hastanesi ile İbni Sina Hastanesi'nde Bir Uygulama. Yayınlanmamış yüksek Lisans Tezi, Sağlık Bilimleri Enstitüsü, Ankara Üniversitesi, Ankara.
6. Cham, T. H., Lim, Y. M., Aik, N. C., & Tay, A. G. M. (2016). Antecedents of hospital brand image and the relationships with medical tourists’ behavioral intention. International Journal of Pharmaceutical and Healthcare Marketing, 10(4), 412-431. https://doi.org/10.1108/IJPHM-02-2016-0012
7. Durmuş, A. (2017). Algılanan Değerin Hasta Davranış ve Tavsiye Niyetine Etkisi. Yayınlanmamış Yüksek Lisans Tezi. Sosyal Bilimler Enstitüsü. Sakarya Üniversitesi. Sakarya.
8. Entwistle, V. A. & Quick O. (2006). Trust in the context of patient safety problems. Journal of Health Organization and Management, 20(5), 397 – 416. https://doi.org/10.1108/14777260610701786

9. Hu, H., Wang, T., & Fu, Q. (2017). Psychological factors related to donation behaviour among Chinese adults: results from a longitudinal investigation. Transfusion Medicine, 27(5), 335-341. https://doi.org/10.1111/tme.12422
10. Hwang, E. J., & Sim, I. O. (2016). Structural equation modelling for public hospital quality of care, image, role performance, satisfaction, intent to (re) visit, and intent to recommend hospital as perceived by community residents. Journal of Korean Academy of Nursing, 46(1), 118-127. https://doi.org/10.4040/jkan.2016.46.1.118
11. Jorina, M. M. (2013). Determinants of Satisfaction and Willingness to Recommend: Physician and Patient Perspectives. Degree Doctor of Philosophy, Graduate Program in Public Health, The Ohio State University, ABD.
12. Karaosmanoğlu, E. (2006). Determinants of Corporate Image Formation: A Consumer-Level Model Incorporating Corporate Identity Mix Elements and Unplanned Communication Factors. University of Warwick, Ph.D. Thesis, UK.
13. Katapodi, M.C., Pierce, P. F. & Facione, N.C.(2010). Distrust, Predisposition to Use Health Services and Breast Cancer Screening: Results From a Multicultural Community-Based Survey. International Journal of Nursing Studies, 47, 975-983. https://doi.org/10.1016/j.ijnurstu.2009.12.014
14. Laveist, T.A., Isaac, L.A. & Williams, K.P. (2009). Mistrust of health care organizations is associated with underutilization of health services. Health Services Research, 44(6), 2093-2105. https://doi.org/10.1111/j.1475-6773.2009.01017.x
15. Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210-218. https://doi.org/10.1016/j.apmrv.2015.03.005
16. Lin, L. Y., & Lu, C. Y. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word-of-mouth. Tourism review, 65(3), 16-34. https://doi.org/10.1108/16605371011083503
17. Mekoth, N., George, P. B., Dalvi, V., Nirmala, R., & Nizomadinov, K. (2011). Service encounter related process quality, patient satisfaction, and behavioral intention. Management, 6(4), 333-350. Öztürk, Y., & Şahbaz, R. P. (2017). Algılanan Destinasyon İmajının Tekrar Ziyaret Niyeti ve Tavsiye Davranışı Üzerine Etkisi: Ilgaz Dağı Milli Parkı’nda Bir Araştırma. Journal of Tourism and Gastronomy Studies, 5(2), 3-21.
18. Power, J., Whelan, S., & Davies, G. (2008). The attractiveness and connectedness of ruthless brands: the role of trust. European Journal of Marketing, 42(5/6), 586-602. https://doi.org/10.1108/03090560810862525
19. Østergaard, L. R. (2015). Trust matters: A narrative literature review of the role of trust in health care systems in sub-Saharan Africa. Global Public Health, 10(9), 1046-1059. https://doi.org/10.1080/17441692.2015.1019538. Rahman, M. S., Mannan, M., Hossain, M. A., & Zaman, M. H. (2018). Patient’s behavioral intention: public and private hospitals context. Marketing Intelligence & Planning, 36(3), 349-364. https://doi.org/10.1108/MIP-08-2017-0155
20. Rose, A., Peters, N., Shea, J A. & Armstrong, K. (2004). Development and testing of the health care system distrust scale, Journal of General Internal Medicine, 19, 57-63. https://doi.org/10.1111/j.1525-1497.2004.21146.x Serenko, N. (2011). Measuring Patients' Perceptions of Privacy and Its Outcomes in Health Care. Master of Social Work, Lakehead University, Canada.
21. TN, A. & Kutty, V. R. (2015). Development and testing of a scale to measure trust in the public healthcare system. Indian Journal of Medical Ethics, 12(3), 125-133.
22. Tucker, J. D., Nie, J. B., Cheng, Y., Zhu, W., & Kleinman, A. (2014). Reviving medicine as the art of humanity in China. The Lancet, 383(9927), 1462-1463. https://doi.org/10.1016/S0140-6736(14)60715-7
23. Uzel, E., & Tuna, O. (2014). The effect of logistics service quality on past purchase behavioral intention in on-line shopping. Journal of Management Marketing and Logistics, 1(3), 241-258.
24. Van Der Schee, E. (2016). Public trust in health care: Exploring the mechanisms. NIVEL, Utrecht.
25. Wu, C. C. (2011). The impact of hospital brand image on service quality, patient satisfaction and loyalty. African Journal of Business Management, 5(12), 4873 – 4882. https://doi.org/10.5897/AJBM10.1347
26. Zeithaml, V.A., Berry, L.L. & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60, 31-46. https://doi.org/10.1177/002224299606000203
27. TUIK. Sağlık ve Sosyal Koruma. (2021) https://data.tuik.gov.tr/Kategori/GetKategori?p=saglik-ve-sosyal-koruma-101&dil=1 Date of access: 18.08.2021