THE MEDIATING ROLE OF PATIENT SATISFACTION IN THE EFFECT OF CORPORATE REPUTATION ON PATIENT LOYALTY

Öz

Aim Ensuring patient loyalty is among the priority issues for all health institutions in ensuring sustainability and gaining competitive advantage. In order to contribute to the literature in ensuring patient loyalty, the effect of hospital reputation on patient loyalty and the mediating role of patient satisfaction in this effect were tried to be determined. Methods:200 patients were reached using easy sample management. In addition to demographic characteristics, patient loyalty, patient satisfaction, and corporate reputation scales were used in the study. The research analysis Regression and correlation analyzes were performed in the Smart Pls program. Findings: According to research findings, corporate reputation positively affects patient loyalty, and patient satisfaction plays a positive increasing role in this effect. Conclusion:As a result of the research, it can be stated that hospitals should prioritize reputation and patient satisfaction to ensure patient loyalty. These variables play an essential role in ensuring patient loyalty.

Anahtar Kelimeler

• corporate reputation
• patient satisfaction
• patient loyalty

Kaynakça

1. Agosta , LJ (2009). Patient satisfaction with nurse practitioner‐delivered primary healthcare services. Journal of the American Academy of Nursing Practitioners, 21(11), 610-617.
2. Aibinu , A. A. , Ling , FYY, & Ofori , G. (2011). Structural equation modeling of organizational justice and cooperative behavior in the construction project claims process: contractors ' perspectives. Construction Management and Economics, 29(5), 463-481.
3. Akbolat , M. , Sezer, C., Unal, O., & Amarat, M. (2021). the mediating role of patient satisfaction in the effect of patient visit experiences on word -of- mouth intention _ Health Marketing Quarterly, 38(1), 12-22.
4. Akob , M. , Yantahin , M., Ilyas , GB, Hala, Y., & Putra , AHPK (2021). Element Of Marketing: Servqual Toward Patient Loyalty in the private hospital sector. The Journal of Asian Finance, Economics, and Business, 8(1), 419-430.
5. Aladwan , M.A. , Salleh , HS, Anuar , MM, ALhwadi , H., & Almomani , I. (2021). the relationship among service quality, patient satisfaction and patient loyalty: case study in Jordan Mafraq hospital _ linguistics and culture Review, 5(S3), 27-40.
6. Amarat, M. (2021). Patient selection in the era of Covid 19 in the Transformation of Business Management in the COVID-19 Pandemic (Ed. Akbolat , M. , & Unal, Ö.). Gazi Bookstore.
7. Ataman, G., & Yarimoglu , EK (2018). Factors Affecting Patient Satisfaction and Hospital Selection According to Hospital Types. Hacettepe Journal of Health Administration, 21(2), 273-288.
8. Bicer, DF (2020). The Effect of Customer-Based Institutional Reputation on Hospital Preferences and Loyalty of Patients. Odu Journal of Social Sciences Research ( Odusobiad ), 10(2), 312- 333.

9. Cengiz, H. and Özkara, BY (2016). The Effects of Materialism, Self-Affinity, and Individualism on Attitudes Towards Personalized Advertising and Intention to Share Personalized Advertisements on Social Networks, International Journal of Business and Management, 4 (1), 24-47 . Doi : 10.15295/bmij.v4i1.131.
10. Choi, UK (2020). the effects of perception medical service quality on patient satisfaction, hospital's reputation and loyalty. Journal of the Korea Society of Computers and Information, 25(1), 177-185.
11. Derin, N. & Demirel, ET (2010). The Explainability of Institutional Image in Terms of Institutional Identity: The Case of İnönU University Turgut Özal Medical Center, Hacettepe Health Administration Journal, 13(2): 155-193.
12. Erdem, R., Rahman, S., Levent, AVCI, Demirel, B., Köseoglu, S., Firat, G., ... & Kubat, C. (2008). The Effect of Patient Satisfaction on Patient Commitment. Journal of Erciyes University Faculty of Economics and Administrative Sciences, (31), 95-110.
13. Falk , RF and Miller, NB (1992) A Primary for soft Modeling , The University of Akron Press , Akron , OH.
14. Fombrun , CJ (2012). the building Blocks of Corporate Reputation: Definitions, Antecedents, Consequences. Oxford University press. available
15. Hosgor G, D. & Hosgor, H. (2017). “An Overview of Relational Marketing and Analysis of Thesis Profiles on this Subject (2000-2016)”, The Journal of Academics social science Studies , Spring III, (56): 521-536.
16. Hosgor, H. , Memis , K., Gunduz Hosgor, D. and Koç Tutuncu, S. (2017). Examining the relationships between corporate hospital image, perceived price affordability, patient satisfaction and loyalty with a structural equation model / Examination of relationships among corporate hospital image, perceived price suitability, patient satisfaction and loyalty by structural equation modeling. International Journal of Academic Value Studies. 3(16): 439-453.
17. Huang , J. and Zhang , D. (2008), Customer Value and brand Loyalty : Multi -Dimensional Empirical Test, International Seminar on Future Information Technology and Management Engineering ,102-106.
18. Kessler , D. P. , & Mylod , D. (2011). Does patient satisfaction affect patient loyalty?. International journal of health resort quality assurance. 24(4):266-73. doi: 10.1108/09526861111125570.
19. MoH, Ministry of Health (2021). https://saglik.gov.tr/ . Access date: 18.01.2022.
20. Mooney , C Z. and Duval , RD (1993) Bootstrapping : a nonparametric approach to statistical inference _ sage University paper series on Quantitative Applications in the social Sciences , 07-095, Sage , Newbury Park, CA.
21. Nakip, M. , & Ozciftci , V. (2015). Relationship Marketing and Patient Satisfaction in Health Services: Application in Aksaray Family Health Centers. Journal of Erciyes University Faculty of Economics and Administrative Sciences, (46), 1-20.
22. Nguyen , N. , & Leblanc , G. (2001). Corporate image and corporate reputation in customers ' retention decisions in services. Journal of retailing and Consumer Services, 8(4), 227-236.
23. Odang , M. M. , & Syah , TYR (2018). How Hospital Brand Image Intervene the Impact Of Marketing Mix On Patient Loyalty. International Journal of Recent Advances In Multidisciplinary Research, 5(07), 3959-3963.
24. Ozer, A. , & Çakıl, E. (2007). Factors affecting patient satisfaction in health services. Journal of Medical Research, 5(3), 140-143.
25. Ramli , A.H. (2019). Patient satisfaction, hospital image and patient loyalty in West Sulawesi province _ business and entrepreneurial Review, 17(1), 1-14.
26. Rashid Alismaili , S. N. , Shanmugam , M., Kasim , H., & Magalingam , P. (2022). Hospital Information System for motivating Patient Loyalty: A Systematic literature review . Journal of Information Technology Management, 14(5th International Conference of Reliable Information and Communication Technology (IRICT 2020)), 235-244.
27. Saygin, E. , Tolon, M., Celik, T., Ozturk, I., & Sokmen,U. Research on the Relationship between Institutional Image Perception and Hospital Commitment. International Journal of Health Management and Strategies Research, 6(3), 594-608.
28. Simorangkir , R. M. , Thomson , T., & Hadi, AJ (2021). Relationship on Nursing Performance of Patient Satisfaction in Installation of Hospital in General Hospital Deli Serdang Region. Journal of Asian multicultural research for Medical and health science Study, 2(2), 33-44.
29. Sitio , T. , & Ali, H. (2019). Patient Satisfaction Model and Patient Loyalty: Analysis of Service Quality and Facility (Case Study at Rawamangun Special Surgery Hospital). Scholars Bulletin, 5(10), 551-559.
30. Stelfox , H. , Gandhi , T., Orav , E. and Gustafson , M. (2005), “ The relationship of patient satisfaction with complaints against physicians and malpractice lawsuits ”, American Journal of Medicine , Vol . 118 No. 10, pp . 1126-33.
31. Taskırmaz , M. (2015). The impact of corporate sustainability and corporate governance on corporate reputation. Master Thesis. Kahramanmaras University Institute of Social Sciences, Kahramanmaras
32. Torres , E. , Vasquez-Parraga , AZ, & amp ; Barra , C. (2009). the path of patient loyalty and the role of doctor reputation _ Health Marketing Quarterly , 26(3), 183-197.
33. TUIK. (2022) Satisfaction with Life. https://data.tuik.gov.tr/Bulten/Index?p=YasamMemnuniyet-Arastirmasi-2020-37209 . Accessed date: 20.01.2022
34. Unal, O. (2022). The Mediating Role of Patients' Perception of Institutional Reputation in the Effect of Patient-Physician Communication on Patient Satisfaction. Pamukkale University Journal of Social Sciences Institute, (48), 257-265.
35. Unal, O., Akbolat , M., & Amarat, M. (2018). the influence of patient-physician communication on physician loyalty and hospital loyalty of the patient. Pakistani journal of medical sciences , 34(4), 999.
36. Yalman, F. , Bayat, M., & Baydas , A. (2019). The Effect of Lean Hospital Applications On Health service quality Andean patent The Effect of Loyalty / Lean Hospital Practices on Health Service Quality and Patient Loyalty. Business & Management Practices, 203-221.
37. Zhou , W.J. , Wan , QQ, Liu , CY, Feng, XL, & Shang , SM (2017). Determinants of patients loyalty to healthcare providers : An integrative review . International Journal for Quality in Health Care , 29(4), 442-449