THE MANAGEMENT OF CORPORATE REPUTATION IN HEALTH CARE INSTITUTIONS: A RESEARCH STUDY FOR MEASURING THE PERCEPTION ABOUT CORPORATE REPUTATION OF EMPLOYEES WORKING IN PUBLIC AND PRIVATE HOSPITALS

Year 2015, Volume: 1 Issue: 1, 74 - 82, 03.04.2016

Mehtap Aracı Emine Genç

Abstract

That being one of the most important values of the institutions, the management of reputation, with its feature that cannot be imitated by its competitors, has become one of the crucial management tools in recent years. That it is one and perhaps the most important of the institution having vital importance in terms of trust, communication and behavior in social responsibility for its internal and external stakeholders, it becomes necessary for health care sector to deal with the issue of corporate reputation that will make great contribution to these institution in terms of creating the mentioned issues, ensuring sustainability and improving the quality of services.

The aim of this research was; to present how the management process has been executed especially on the basis of the health sector and analyze comparatively that according to their working status, at what level and in which differences the employees in public and private sector (public hospital and private hospital) perceive corporate reputation. In the study, by using a reputation scale, developed by Charles J. Fombrun  a questionnaire was conducted on 253 nurses working in Nevşehir state hospital and 2 private hospitals in the same province in May of 2014. The questionnaire questions were asked to the participants with a face to face method within working hours. In order to simplify the research of the subjects that creates the roof of the research method, 3 research questions and 1 hypothesis were determined.  On the prepared questions and the analysis and testing of the hypothesis, it was benefited from the programme SPSS for Windows 16.0. According to the results obtained from the research, the perceptions of the employees, (the nurses) in the hospitals (private and public)  in Nevşehir city center,  about the corporate reputation is moderate. This situation shows that the hospitals do not give enough attention to studies that can improve corporate reputation of the nurses who are the internal stakeholders of the hospitals. In addition, it was concluded that the level of perception of nurses differs according to the situation whether they work in public hospitals or in private hospitals. Accordingly, the perception about corporate reputation of the employees working in private hospitals is higher than the employees working in the state hospitals.

Keywords

-

References

• Bennett R, Kottasz R. Practitioner perceptions of corporate reputation: An emprical investigation. Corporate Communication: An International Journal 2010; 5(4); 224-235.
• Gümüş M, Öksüz B. Turizm işletmelerinde kurumsal itibar yönetimi. Ankara: Nobel Yayınları; 2009.
• Fombrun C. Reputation: Realizing value from the corporate image. Boston: Harvard Business School Pres 97/98; 1996.
• Uzunoğlu E, Öksüz B. Kurumsal itibar riski yönetimi: Halkla ilişkilerin rolü. Selçuk İletişim Dergisi 2008; 3; 111-123.
• Fombrun C, Cees Van R. The reputational landscape. Corporate Reputation Review 1997; 1-2; 5-13.
• Schwaiger M. Components and parameters of corporate
• Schmalenbach Business Review 2004; 56; 51. an empirical
• study. [7] Kadıbeşegil S. Kriz yönetimi ve iletişimi. Marketing Türkiye 2001; 11; 241.
• Eroğlu E, Solmaz B. Kurumsal itibar araştırması ve bir uygulama örneği. Gümüşhane Üniversitesi