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COMPARISON OF THE PUBLIC AND PRIVATE HOSPITALS PERCEPTION OF CORPORATE REPUTATION AND IMAGE

Yıl 2013, , 283 - 298, 01.01.2013
https://doi.org/10.11122/ijmeb.2013.9.18.79

Öz

The aim of this study is to determine whether there is a significant difference between the corporate reputation and image of public and private hospitals in Ankara by hospital managers and patients perceptions. Questionnaire was used as the instrument for data collection in this study. Questionnaire forms were distributed to a total of 400 patients and 90 hospital managers. As a result it was seen that the reputation and image scores of hospitals differed by wheather hospitals were public or private . The findings of the research may provide useful information to public and private hospital managers to make a decision toward improving their hospitals’ reputation and image, and to manage the relationships among image, reputation

Kaynakça

  • Abraham, T. (2007). Identifying the parameters of corporate reputation for the hospital industry in Singapore. Doctoral Thesis, University of South Australia. Singapore.
  • Adaman, F., Ardiç, O. P., Erus, B., & Tüzemen, D. (2009). Hospital choice survey evidence from Turkey. Turkish Studies, 10(3), 443-468.
  • Aksoy, R., & Bayramoğlu, V. (2008). Sağlık işletmeleri için kurumsal imajın temel belirleyicileri: tüketici değerlemeleri. ZKÜ Sosyal Bilimler Dergisi, 4(7), 85-96.
  • Andaleeb, S. S. (2000). Public and private hospitals in Bangladesh: Service quality and predictors of hospital choice. Health Policy and Planning, 15(1), 95-102.
  • Bartolome, C. A. M., & Vosti, S. A. (1995). Choosing between public and private health-care: A case study of malaria treatment in Brazil. Journal of Health Economics, 14(2), 191-205.
  • Berendes, S., Heywood, P., Oliver, S., & Garner, P. (2011). Quality of public and public ambulatory health care in low and middle income countries: Systematic review of comperative studies (research article). PLoS Medicine, 8(4), 1-10.
  • Bourke, R. (2009). An investigation into the reputation of a public hospital. Master Thesis, Waterford Institute of Technology. Ireland.
  • Boyne, G. A. (2002). Public and private management: What’s the difference?. Journal of Management Studies, 39(1), 97-122.
  • Camilleri, D., & O’Callaghan, M. (1998). Comparing public and private hospital care service quality. International Journal of Health Care Quality, 11(4), 127-133.
  • Çatar, R. Ö. (2010) Kurumsal itibarın ölçülmesi ve yönetimi-iki özel hastane örneği', Marmara Üniversitesi, Doktora Tezi, Sağlık Bilimleri Enstitüsü, Sağlık Kurumları Yöneticiliği A.B.D.
  • Derin N., & Demirel E. T. (2010). Kurum imajının kurum kimliği açısından açıklanabilirliği: İnönü Üniversitesi Turgut Özal Tıp Merkezi örneği. Hacettepe Sağlık İdaresi Dergisi, 13(2), 155-193.
  • Duggan, M. G. (2000). Hospital ownership and public medical spending. Quarterly Journal of Economics, 115(4), 1343-1373.
  • Fabnoun N., & Chaker M. (2003). Comparing the quality of public and public hospitals, Managing Service Quality, 13(4), 209-299.
  • Ferreira, F. M. (2011). Health care marketing: The theory of planned behaviour applied to patient’s choice between private and public providers in the Portuguese health care system. Master Thesis, Universidade Nova de Lisboa, Master in Statistics and Information Management.
  • Fisk, A. T., Brown, C. A., Cannizzaro K., & Naftal B. (1990). Creating patient satisfaction and loyalty. Journal of Health Care Marketing, 10(2), 5-15.
  • Fombrun, C. (1996). Realizing value from corporate image. Boston: Harvard Business School Press.
  • Gonzalez, L. I. A., Vijande, M. L .S., & Casielles, R. V. (2002). The market orientation concept in the private nonprofit organization domain. International Journal of Nonprofit and Voluntary Sector Marketing, 7(1), 55-67.
  • Gooddard, M., & Smith, P. (2001). Equity of access to health care services : Theory and evidence from the U.K.. Social Science & Medicine, 53(9), 1149-1162.
  • Gray, E. R., & Balmer, M. T. (1998). Managing corporate image and corporate reputation. Long Range Planning, 31(5), 695-702.
  • Harber, D. G., Ashkanasy, N. M., & Callan, V. J. (1997). Implementing quality service in a public hospital setting a path analytic study of the organizational antecedents of employee preceptions and outcomes. Public Productivity & Management Review, 21(1), 13-29.
  • Jabonun, N. (2003). Comparing the quality of private and public hospitals (research paper). Journal of Managing Service Quality, 13(4), 290-299.
  • Javalgi, R. G., Whipple, T., McManamon, M. K., & Edick, V. L. (1992). Hospital image a correspondence analysis. Journal of Health Care Marketing, 12(4), 34- 41.
  • Kadıbeşegil, S. (2006). İtibar yönetimi itibarinizi yönetmekten daha önemli bir işiniz var mı?. İstanbul: Mediacat Kitapları.
  • Karaosmanoğlu, E. (2006). Determinants of corporate image formation: a consumer level model incorporating corporate identity mix elements and unplanned communication factors. A Dissertation, University of Warwick.
  • Long-Yi, L., & Ching-Yuh, L. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention : The moderating effects word-of- mouth. Tourism Review, 65(3), 16-34.
  • McDermott, D. R., Franzak, F. J., & Little, M. W. (1993). Does marketing relate to hospital profitability. Journal of Health Care Marketing, 13(2), 18-25.
  • Naidu, G. M., Kleimenhagen, A., & Pillari, G. D. (1992). Organization of marketing in U.S. hospitals: An emprical investigation. Health Care Management Review, 17(4), 29-43.
  • Nguyen, N., & LeBlanc, G. (2001). Image and reputation of higher education institutions in students retention decisions. International Journal of Educational Management, 15(6), 303-311.
  • Nutt, P. C. (1993). Comparing public and private sector decision-making practices. Journal of Public Administration Research Theory, 16:289-318.
  • Perry, J. L., & Rainey, H. G. (1988). The public-private distinction in organization theory: A critique and research study. Academy of Management Review, 13(2), 182-201.
  • Propper, C. (2000). The demand for private health care in the U.K.. Journal of Health Economics, 19(6), 855-876.
  • Rainey, H. G., Backoff, R. W., & Levine, C. H. (1976). Comparing public and private organizations. Public Administration Review, 36(2), 233-244.
  • Rainey, H. G., & Bozeman, B. (2000). Comparing public and private organizations: Empirical research and the power of the a priori. Journal of Public Administration Research and Theory, 10(2), 447-469.
  • Riel, V., Stroeker, C. B. M., & Maathuis, O. J. M. (1998). Measuring corporate images. Corporate Reputation Review, 1(4), 313-326.
  • Roberts, P. W., & Dowling, G. R. (2002). Corporate reputation and sustained superior financial performance. Strategic Management Journal, 23, 1077-1093.
  • Rose, R. C., Uli, J., Abdul, M., & Ng, K. L. (2004). Hospital service quality: A managerial challange. International Journal of Health Care Quality Assurance, 17(3), 146-159.
  • Schwaiger, M. (2004). Components and parameters of corporate reputation - an emprical study. Schmalenbach Business Review, 56, 46-71.
  • Sloan, F. A., Picone, G. A., Taylor, D. H. & Chou, S. Y. (2001). Hospital ownership and cost and quality of care: Is there a dime’s worth of difference?. Journal of Health Economics, 20(1), 1-21.
  • Srivastava, P., & Zhao, X. (2008). Impact of private health insurance on the choice of public versus private hospital services, health econometrics and data group (HEDG). Working Paper, 08/17, 1-40.
  • Şatır, Ç. (2006). The nature of corporate reputation and measurement of reputation components: An emprical study within a hospital. Corporate Communications An International Journal, 11(1), 56-63.
  • Taner, T., & Antony, J. (2006). Comparing public and private hospital care service quality in Turkey. Leadership In Health Services, 19(2), 1-10.
  • Walsh G., Mitchell V. W., Jackson, P. R., & Beatty, S. E. (2009). Examining the antecedents and consequences of corporate reputation: A customer perspective. British Journal of Management, 20, 187-203.
  • Walsh, K. (1994). Marketing and public sector management. European Journal of Marketing, 28(3), 63-71.
  • Wreen, B., LaTour, S. A., & Calder, B. J. (1994). Differences in perceptions of hospital marketing orientation between administrators and marketing officers. Hospital Health Services Administration, 39(3), 341-358.
  • Wright, H., & Fill, C. (2001). Corporate images, attributes and the U.K. pharmaceutical industry. Corporate Reputation Review, 4(2), 99-110.

ÖZEL VE KAMU HASTANELERİNİN ALGILANAN KURUMSAL İTİBAR VE İMAJ AÇISINDAN KARŞILAŞTIRILMASI

Yıl 2013, , 283 - 298, 01.01.2013
https://doi.org/10.11122/ijmeb.2013.9.18.79

Öz

Bu çalışma ile, Ankara’da bulunan özel ve kamu hastanelerinde görev yapmakta olan hastane yöneticilerinin ve bu hastanelere başvuran poliklinik hastalarının kurumsal itibar ve imaj algılarına dayanılarak özel ve kamu hastanelerinin kurumsal itibar ve imajları arasında farklılık olup olmadığının belirlenmesi amaçlanmıştır. Araştırmada, kurumsal itibar ve imaj algılarının tespit edilmesi için Ankara metropolitan alanda bulunan toplam yirmi hastaneye başvuran 400 poliklinik hastası ve bu hastanelerde görev yapmakta olan 90 hastane üst yöneticisine anket uygulanmıştır. Araştırma sonucunda özel ve kamu hastanelerinin kurumsal imaj ve itibarları arasında farklılıklar olduğu görülmüştür. Elde edilen sonuçlar sağlık hizmetlerinde pazarlama konulu araştırmalar yapan araştırmacılar ve profesyonel yöneticiler için yararlı bilgiler sunacaktır.

Kaynakça

  • Abraham, T. (2007). Identifying the parameters of corporate reputation for the hospital industry in Singapore. Doctoral Thesis, University of South Australia. Singapore.
  • Adaman, F., Ardiç, O. P., Erus, B., & Tüzemen, D. (2009). Hospital choice survey evidence from Turkey. Turkish Studies, 10(3), 443-468.
  • Aksoy, R., & Bayramoğlu, V. (2008). Sağlık işletmeleri için kurumsal imajın temel belirleyicileri: tüketici değerlemeleri. ZKÜ Sosyal Bilimler Dergisi, 4(7), 85-96.
  • Andaleeb, S. S. (2000). Public and private hospitals in Bangladesh: Service quality and predictors of hospital choice. Health Policy and Planning, 15(1), 95-102.
  • Bartolome, C. A. M., & Vosti, S. A. (1995). Choosing between public and private health-care: A case study of malaria treatment in Brazil. Journal of Health Economics, 14(2), 191-205.
  • Berendes, S., Heywood, P., Oliver, S., & Garner, P. (2011). Quality of public and public ambulatory health care in low and middle income countries: Systematic review of comperative studies (research article). PLoS Medicine, 8(4), 1-10.
  • Bourke, R. (2009). An investigation into the reputation of a public hospital. Master Thesis, Waterford Institute of Technology. Ireland.
  • Boyne, G. A. (2002). Public and private management: What’s the difference?. Journal of Management Studies, 39(1), 97-122.
  • Camilleri, D., & O’Callaghan, M. (1998). Comparing public and private hospital care service quality. International Journal of Health Care Quality, 11(4), 127-133.
  • Çatar, R. Ö. (2010) Kurumsal itibarın ölçülmesi ve yönetimi-iki özel hastane örneği', Marmara Üniversitesi, Doktora Tezi, Sağlık Bilimleri Enstitüsü, Sağlık Kurumları Yöneticiliği A.B.D.
  • Derin N., & Demirel E. T. (2010). Kurum imajının kurum kimliği açısından açıklanabilirliği: İnönü Üniversitesi Turgut Özal Tıp Merkezi örneği. Hacettepe Sağlık İdaresi Dergisi, 13(2), 155-193.
  • Duggan, M. G. (2000). Hospital ownership and public medical spending. Quarterly Journal of Economics, 115(4), 1343-1373.
  • Fabnoun N., & Chaker M. (2003). Comparing the quality of public and public hospitals, Managing Service Quality, 13(4), 209-299.
  • Ferreira, F. M. (2011). Health care marketing: The theory of planned behaviour applied to patient’s choice between private and public providers in the Portuguese health care system. Master Thesis, Universidade Nova de Lisboa, Master in Statistics and Information Management.
  • Fisk, A. T., Brown, C. A., Cannizzaro K., & Naftal B. (1990). Creating patient satisfaction and loyalty. Journal of Health Care Marketing, 10(2), 5-15.
  • Fombrun, C. (1996). Realizing value from corporate image. Boston: Harvard Business School Press.
  • Gonzalez, L. I. A., Vijande, M. L .S., & Casielles, R. V. (2002). The market orientation concept in the private nonprofit organization domain. International Journal of Nonprofit and Voluntary Sector Marketing, 7(1), 55-67.
  • Gooddard, M., & Smith, P. (2001). Equity of access to health care services : Theory and evidence from the U.K.. Social Science & Medicine, 53(9), 1149-1162.
  • Gray, E. R., & Balmer, M. T. (1998). Managing corporate image and corporate reputation. Long Range Planning, 31(5), 695-702.
  • Harber, D. G., Ashkanasy, N. M., & Callan, V. J. (1997). Implementing quality service in a public hospital setting a path analytic study of the organizational antecedents of employee preceptions and outcomes. Public Productivity & Management Review, 21(1), 13-29.
  • Jabonun, N. (2003). Comparing the quality of private and public hospitals (research paper). Journal of Managing Service Quality, 13(4), 290-299.
  • Javalgi, R. G., Whipple, T., McManamon, M. K., & Edick, V. L. (1992). Hospital image a correspondence analysis. Journal of Health Care Marketing, 12(4), 34- 41.
  • Kadıbeşegil, S. (2006). İtibar yönetimi itibarinizi yönetmekten daha önemli bir işiniz var mı?. İstanbul: Mediacat Kitapları.
  • Karaosmanoğlu, E. (2006). Determinants of corporate image formation: a consumer level model incorporating corporate identity mix elements and unplanned communication factors. A Dissertation, University of Warwick.
  • Long-Yi, L., & Ching-Yuh, L. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention : The moderating effects word-of- mouth. Tourism Review, 65(3), 16-34.
  • McDermott, D. R., Franzak, F. J., & Little, M. W. (1993). Does marketing relate to hospital profitability. Journal of Health Care Marketing, 13(2), 18-25.
  • Naidu, G. M., Kleimenhagen, A., & Pillari, G. D. (1992). Organization of marketing in U.S. hospitals: An emprical investigation. Health Care Management Review, 17(4), 29-43.
  • Nguyen, N., & LeBlanc, G. (2001). Image and reputation of higher education institutions in students retention decisions. International Journal of Educational Management, 15(6), 303-311.
  • Nutt, P. C. (1993). Comparing public and private sector decision-making practices. Journal of Public Administration Research Theory, 16:289-318.
  • Perry, J. L., & Rainey, H. G. (1988). The public-private distinction in organization theory: A critique and research study. Academy of Management Review, 13(2), 182-201.
  • Propper, C. (2000). The demand for private health care in the U.K.. Journal of Health Economics, 19(6), 855-876.
  • Rainey, H. G., Backoff, R. W., & Levine, C. H. (1976). Comparing public and private organizations. Public Administration Review, 36(2), 233-244.
  • Rainey, H. G., & Bozeman, B. (2000). Comparing public and private organizations: Empirical research and the power of the a priori. Journal of Public Administration Research and Theory, 10(2), 447-469.
  • Riel, V., Stroeker, C. B. M., & Maathuis, O. J. M. (1998). Measuring corporate images. Corporate Reputation Review, 1(4), 313-326.
  • Roberts, P. W., & Dowling, G. R. (2002). Corporate reputation and sustained superior financial performance. Strategic Management Journal, 23, 1077-1093.
  • Rose, R. C., Uli, J., Abdul, M., & Ng, K. L. (2004). Hospital service quality: A managerial challange. International Journal of Health Care Quality Assurance, 17(3), 146-159.
  • Schwaiger, M. (2004). Components and parameters of corporate reputation - an emprical study. Schmalenbach Business Review, 56, 46-71.
  • Sloan, F. A., Picone, G. A., Taylor, D. H. & Chou, S. Y. (2001). Hospital ownership and cost and quality of care: Is there a dime’s worth of difference?. Journal of Health Economics, 20(1), 1-21.
  • Srivastava, P., & Zhao, X. (2008). Impact of private health insurance on the choice of public versus private hospital services, health econometrics and data group (HEDG). Working Paper, 08/17, 1-40.
  • Şatır, Ç. (2006). The nature of corporate reputation and measurement of reputation components: An emprical study within a hospital. Corporate Communications An International Journal, 11(1), 56-63.
  • Taner, T., & Antony, J. (2006). Comparing public and private hospital care service quality in Turkey. Leadership In Health Services, 19(2), 1-10.
  • Walsh G., Mitchell V. W., Jackson, P. R., & Beatty, S. E. (2009). Examining the antecedents and consequences of corporate reputation: A customer perspective. British Journal of Management, 20, 187-203.
  • Walsh, K. (1994). Marketing and public sector management. European Journal of Marketing, 28(3), 63-71.
  • Wreen, B., LaTour, S. A., & Calder, B. J. (1994). Differences in perceptions of hospital marketing orientation between administrators and marketing officers. Hospital Health Services Administration, 39(3), 341-358.
  • Wright, H., & Fill, C. (2001). Corporate images, attributes and the U.K. pharmaceutical industry. Corporate Reputation Review, 4(2), 99-110.
Toplam 45 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Songül Çınaroğlu Bu kişi benim

Bayram Şahin Bu kişi benim

Yayımlanma Tarihi 1 Ocak 2013
Yayımlandığı Sayı Yıl 2013

Kaynak Göster

APA Çınaroğlu, S., & Şahin, B. (2013). ÖZEL VE KAMU HASTANELERİNİN ALGILANAN KURUMSAL İTİBAR VE İMAJ AÇISINDAN KARŞILAŞTIRILMASI. Uluslararası Yönetim İktisat Ve İşletme Dergisi, 9(18), 283-298. https://doi.org/10.11122/ijmeb.2013.9.18.79