Algılanan Hizmet Kalitesinin Tutum Üzerine Etkisinde Hastane Türünün Düzenleyici Etkisi

Öz

Bu çalışmada, hizmet alınan hastane hakkındaki kalite algısının hastaneye yönelik tutum üzerindeki etkisine hastane türünün düzenleyici rolünün incelenmesi amaçlanmaktadır. Bu kapsamda, Gaziantep'te bulunan bir kamu ve bir özel hastanede sağlık hizmeti alan 250 katılımcıya anket uygulanarak veri toplanmıştır. Yapılan analizler sonucunda, algılanan hizmet kalitesinin hastaneye yönelik tutumlar üzerinde pozitif etkisi olduğu, bu etkide hastane türünün düzenleyici rol oynadığı belirlenmiştir. Ayrıca, kamu hastanelerinden hizmet alanların algıladıkları kalitenin tutumları üzerindeki etkisinin, özel hastanelerden hizmet alanlardan daha yüksek olduğu gözlemlenmiştir. Elde edilen sonuçlar algılanan kalite ve tutumlar arasındaki ilişkinin sağlık hizmetleri alanında incelenmesi ve hastane türünün de etkisini dâhil etmesinden dolayı hem akademik olarak ilgili alana hem de sağlık hizmetleri kurumlarının pazarlama stratejilerine katkı sağlayıcı nitelikte olduğu düşünülmektedir. Araştırmanın sadece Gaziantep’te ve iki hastanede yapılmış olması araştırmanın sınırlılıklarının başında gelmektedir.

Anahtar Kelimeler

• Sağlık Hizmetleri Pazarlaması
• Algılanan Hizmet Kalitesi
• Tutum
• Düzenleyici Etki

Moderating Effect of Hospital Type on the Effect of Perceived Quality of Service on Attitude

Öz

In this study, it is aimed to examine the regulatory role of the hospital type on the effect of the quality perception about the service hospital on the attitude towards the hospital. In this context, data were collected by applying a questionnaire to 250 participants who received health services in one public and one private hospital in Gaziantep. As a result of the analysis, it has been determined that perceived service quality has a positive effect on attitudes towards the hospital, and the type of hospital plays a regulatory role in this effect. Also, it has been observed that the effect of perceived quality by those receiving service from public hospitals on their attitudes is higher than that of those receiving service from private hospitals. The results obtained are thought to contribute to both the academic field and the marketing strategies of healthcare institutions, as the relationship between perceived quality and attitudes is examined in the field of health services and the effect of the type of hospital is also included. The main limitation of the study is that the study was conducted only in Gaziantep and two hospitals.

Anahtar Kelimeler

• Health Services
• Perceived Quality of Service
• Attitude
• Regulatory Effect

Kaynakça

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