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

Yıl 2022, Cilt: 11 Sayı: 1, 91 - 97, 28.02.2022

Mahmut Akbolat Ayhan Durmuş

https://doi.org/10.53424/balikesirsbd.984375

Öz

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.

Anahtar Kelimeler

Healthcare Services, Patients, Trust, Intention, Marketing.

Destekleyen Kurum

YOK

Proje Numarası

YOK

Teşekkür

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

Kurumsal İmajın Tavsiye Niyeti Üzerindeki Etkisinde Hasta Güvensizliğinin Aracı Rolü

Öz

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.

Anahtar Kelimeler

Sağlık Hizmetleri, Hastalar, Güven, Niyet, Pazarlama.

Proje Numarası

YOK

Kaynakça

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