The research on the impact of corporate trustworthiness and corporate image on customer satisfaction and loyalty : Case of Healthcare Institution

Öz

The objective was to define the impact of corporate trustworthiness and corporate image on customer satisfaction and loyalty among patients who get in-patient care in a university affliated hospital.

The scales for corporate trustworthiness, corporate image, customer satisfaction and customer loyalty were determined and a survey questionaire was prepared.  After a  pre-test was done, the final questionaire was used in the research. Total of 1410 forms were analysed. After reliability and factor analysis were completed, comparative tests, correlation and regression analysis were done. 

 

After factor analysis, customer satisfaction was divided into 2 domains, customer  loyalty  into 2 domains. Pearson’s correlation coefficients (r) between each variable was determined. Regression analysis revealed coefficient of determination (R²) between dimensions. The proportion of variation in customer advocacy is explained by tangible and intangible satisfaction dimensions in 51,2 % of cases. The proportion of variation in customer advocacy is explained by tangible and intangible satisfaction, trustworthiness and image dimensions in 62% of cases. The proportion of variation in customer choice is explained by organizational and personel satisfaction,  trustworthiness dimensions in 27,1% of cases.

Anahtar Kelimeler

• corporate trustworthiness,corporate image,customer satisfaction,customer loyalty

The research on the impact of corporate trustworthiness and corporate image on customer satisfaction and loyalty : Case of Healthcare Institution

Öz

Amaç, üniversite afiliye eğitim araştırma  hastanesinde hasta bakımı alan hastalar arasında kurumsal güvenilirlik ve kurumsal imajın müşteri

memnuniyeti ve sadakat üzerindeki etkisini belirlemekti.

Kurumsal güvenilirlik,kurumsal imaj, müşteri memnuniyeti ve müşteri sadakati için ölçekler

belirlenmiş ve anket anketi hazırlanmıştır. Ön test yapıldıktan sonra araştırmada son anket kullanıldı. Toplam 1410 form analiz edildi. Güvenilirlik ve faktör analizi tamamlandıktan sonra karşılaştırmalı testler, korelasyon ve regresyon analizi yapıldı.

Faktör analizinden sonra müşteri memnuniyeti 2 alana ayrıldı, müşteri sadakati 2 alana ayrıldı. Her değişken arasındaki Pearson korelasyon katsayıları (r) belirlendi. Regresyon analizinde boyutlar arasında belirleme katsayısı (R²) ortaya çıkmıştır. Müşteri savunuculuğundaki değişimin oranı, vakaların% 51,2'sindeki maddi ve manevi tatmin boyutlarıyla açıklanmaktadır. Müşteri savunuculuğundaki değişimin oranı, vakaların% 62'sinde somut ve gayri resmî tatmin, güvenilirlik ve imaj boyutları ile açıklanmaktadır. Müşteri tercihindeki değişim oranı, organizasyonel ve kişisel memnuniyet,% 27,1'inde güvenilirlik boyutları ile açıklanmaktadır.

Anahtar Kelimeler

• kurumsal güvenilirlik,kurum imajı,müşteri memnuniyeti,müşteri sadakati

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