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Abstract


EXAMINING THE RELATIONSHIP BETWEEN CORPORATE IMAGE PERCEPTION AND HOSPITAL COMMITMENT OF HEALTHCARE CONSUMERS
Corporate image, which reflects the way an organization is seen by society and stakeholders, is related to the behaviors, decisions, and attitudes of society and stakeholders. Consumers’ behaviors, decisions, and attitudes about the healthcare service, which has a significant importance for both the individuals and the government, are closely related to corporate image perception. This study aims to examine the relationship between corporate image perception and hospital commitment of healthcare consumers in the context of private hospitals. The study is done in September 2018 in Istanbul (Turkey), and the data are collected from individuals older than 18 years. In order to collect data, on-line survey method is used, and in total 386 valid survey forms are used in the analyses. In the analyses process, descriptive statistics and Spearman’s correlation analysis were performed. According to the results, there is a statistically significant, positive, and high correlation between corporate image perception and hospital commitment. Moreover, it is found that participants’ corporate image perception level is positive, and their level of hospital commitment is moderate. When the advantages of positive corporate image for hospitals is taken into account, together with the influence of corporate reputation on hospital commitment, it is recommended that hospital managers should focus on activities that increase corporate image perception.

Keywords
Corporate Image, Commitment, Loyalty, Health, Hospital


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