İLİŞKİSEL PAZARLAMA STRATEJİLERİ, İLİŞKİSEL KALİTE UNSURLARI VE DAVRANIŞSAL NİYETLER ARASINDAKİ İLİŞKİLERİN İNCELENMESİ

Yıl 2020, Cilt: 23 Sayı: 3, 465 - 484, 16.09.2020

Haydar Hoşgör Emrah Cengiz

Öz

Bu çalışmada davranışsal niyetler, ilişkisel pazarlama stratejileri ve ilişkisel kalite unsurları arasındaki ilişkiler hasta perspektifinden incelenmiştir. Çalışmanın verileri İstanbul ilindeki devlet, özel ve üniversite türlerinde faaliyet gösteren hastanelerden yataklı tedavi görmüş (ameliyat olmuş) 1050 hastadan toplanmıştır. Yapısal eşitlik modellemesinin kullanıldığı bu çalışmada her bir hastane türünden eşit sayıda (Ndevlet: 350, Nözel: 350, Nüniversite: 350) katılımcıya ulaşılmıştır. Devlet, özel ve üniversite hastaneleri örneklemi için hasta tatmini ilişkisel kalite unsurunun, ilişkisel pazarlama stratejileri öncülü tarafından sırayla %83, %84 ve %81 oranında açıklandığı saptanmıştır. Devlet hastaneleri örnekleminde güven ilişkisel kalite unsurunun tavsiye etme niyeti üzerinde %90 etkisi saptanmıştır. Özel hastaneler örnekleminde hasta tatmini ilişkisel kalite unsurunun tekrar tercih etme ve daha fazla ödeme niyetleri üzerinde ise sırayla %66 ve %41 açıklayıcılığa sahip olduğu hesaplanmıştır. Genel olarak üç hastane türü için de ilgili değişkenler arasında pozitif ve anlamlı ilişkilerin görüldüğü ortaya konulmuştur. Buradan hareketle profesyonel hastane yöneticilerine, kendi kurumlarının mülkiyet yapısına en uygun ilişkisel pazarlama stratejilerini tespit etmeleri ve onları uygulamaları önerilebilir.

Anahtar Kelimeler

Hastane yönetimi, ilişkisel pazarlama, hasta tatmini, hasta güveni, hasta sadakati

Kaynakça

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