Sağlık Kurumlarında Parasal Olmayan Maliyetler, Algılanan Değer ve Hasta Memnuniyeti

Yıl 2013, Cilt: 5 Sayı: 2, 87 - 97, 01.06.2013

Cemil Görev Teoman Bekar

Öz

This study firstly aims to research the effects of nonmonetary costs on perceived service quality as well as on hospital perceived value and customer satisfaction in the context of health care services. Because nonmonetary costs -referring to the nonmonetary price of obtaining a service, which includes time spent in addition to physical and mental efforts made to search and attain the service- affect patient satisfaction to a considerable extent. In the second place, it is aimed to investigate to what extent hospital perceived value influences patient satisfaction. The results obtained reveal that nonmonetary costs are one of the key dimensions of hospital perceived value and have meaningful and strong relationship with both perceived service quality (R=0,514) and customer satisfaction (R=0,667). Besides these findings, it is clear that hospital perceived value has a highly significant influence on patient satisfaction (R=0,832).

Anahtar Kelimeler

-

Sağlık Kurumlarında Parasal Olmayan Maliyetler, Algılanan Değer ve Hasta Memnuniyeti

Öz

Bu çalışmanın amacı öncelikle parasal olmayan maliyetlerin algılanan hizmet kalitesinin yanı sıra hastanelerin algılanan değeri ve müşteri tatmini üzerindeki etkilerini araştırmaktır. Çünkü ihtiyaç duyulan hizmetin araştırılması ve elde edilmesi için harcanan zamanla birlikte fiziksel ve zihinsel çabayı da kapsayan parasal olmayan maliyetler önemli ölçüde müşteri tatminini etkilemektedir. İkinci olarak, hastanelerin algılanan değerinin hasta tatminini ne ölçüde etkilediğini incelemektir. Elde edilen sonuçlar parasal olmayan maliyetlerin hastanelerin algılanan değerinin önemli boyutlarından bir tanesi olduğunu göstermektedir. Parasal olmayan maliyetler ile hem algılanan hizmet kalitesi (R=0,514) hem de müşteri tatmini (R=0,667) arasında anlamlı ve güçlü bir ilişkinin var olduğu anlaşılmaktadır. Bu bulguların yanı sıra hastanelerin algılanan değerinin hasta tatmini üzerinde oldukça güçlü bir etkisinin olduğu görülmektedir (R=0,832).

Anahtar Kelimeler

Parasal Olmayan Maliyetler, Algılanan Hizmet Kalitesi, Hasta Tatmini, Sağlık Kurumları

Kaynakça

• ALI, H.M. (2007). “Predicting The Overall Perceived Value Of A Leisure Service”, Master Thesis, University of Pretoria
• BLOEMER, J. and ODEKERKEN-SCHRODER, G. (2002). “Store satisfaction and store loyalty explained by customer-and storerelated factors”, Journal of Customer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 15, pp. 68-80.
• BOLTON, R.N. and DREW, J.H. (1991). “A Multistage Model of Customers’ Assessments of Service Quality and Value”,”Journal of Consumer Research, 17(March), 375–384.
• BROWN, S.W., NELSON, A.M., BRONKESH, S.J., and WOOD, S.D. (1993). Quality Service For Practice Success, Aspen Publication, Maryland.
• DODDS, W.B., MONROE, K.B., and GREWAL, D. (1991), “Effects of Price, Brand and Store Information on Buyers’ Product Evaluations”, Journal of Marketing Research, Vol. 28, No. 3, pp. 307-319
• DODDS, W.B. and MONROE, K.B. (1985). “The effect of brand and price information on subjective product evaluation”, Advances in Consumer Research, 12, 85-90.
• GIMPEL, G. (2011). Value-driven Adoption and Consumption of Technology:Understanding Technology, Decision Making, Copenhagen Business School Press, Danmark
• HUNT, K.H. (1977). CS/D:Overview and Future Research Directions in Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction, Marketing Science Institute, Massachusetts
• IGLESIAS, M.P. and GUILLEN, M.J. (2004). “Perceived Quality and Price: Their Impact On The Satisfaction Of Restaurant Customers”, International Journal of Contemporary Hospitality Management, Volume 16, Number 6, pp. 373-379
• KAVUNCUBAŞI, Ş., and YILDIRIM, S. (2010). Hastane ve Sağlık Kurumları Yönetimi, 2. Baskı, Siyasal Kitabevi, Ankara
• KEEGAN, O., MCDARBY, V., TANSEY, A. and MCGEE, H. (2003). Community involvement in A/E satisfaction survey
• KOTLER, P., and KELLER, K. (2006). Marketing Management (12th ed.).Upper Saddle River, NJ: Pearson
• MOLINER, M.A. (2009). “Loyalty, Perceived Value and Relationship Quality In Healthcare Services”, Journal of Service Management, Vol. 20 No. 1, pp. 76-97, Emerald Group Publishing Limited, 1757-5818
• MONROE, K.B. (1990). Pricing: Making Profitable Decisions. (2nd ed.), McGraw-Hill Book Company, New York
• MONROE K.B. (2002). Pricing: Making Profitable Decisions (3rd ed.), McGraw-Hill Book Company, New York
• NELSON, E.C., HAYS, R.D., LARSON, C. and BATALDEN, P.B. (1989). “The Patient Judgment System: Reliability And Validity”, Quality Review Bulletin, 15, 185–191
• PETRICK, J.F. (2002). “Development of a Multi-Dimensional Scale for Measuring the Perceived Value of Service”, Journal of Leisure Research, vol.34, no. 2, pp. 119-134.
• PORTER, M.E. (1990). The Competitive Advantage of Nations, Macmillan Press, New York
• OLIVER, R.L. (1981). “Measurement and Evaluation of Satisfaction Processes in Retail Settings”, Journal of Retailing, 57(Fall), 25–48 PANDŽA, I., V RANEŠEVIĆ, T. (2008). "Measurement of perceived value in banking services", The 4th International Conference of the School of Economics and Business, University of Sarajevo (ICES), Sarajevo, Bosnia and Herzegovina
• PORTER, M.E. (1990). The Competitive Advantage of Nations, Macmillan Press, New York
• SANCHEZ, J., CALLARISA, L., RODRIGUEZ R.M., and. MOLINER, M.A. (2006). “Perceived Value of the Purchase of a Tourism Product”, Tourism Management, Vol.27, pp.394-409
• ZEITHAML, V. (1988). “Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence”, Journal of Marketing, 52(2), 2-22.