The Research on the Impact of Corporate Trustworthiness and Corporate Image on Customer Satisfaction and Loyalty: Case of Healthcare Institution

Tevfik Yoldemir, Aypar Uslu and Serdar Pırıntı
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Tevfik Yoldemir: Marmara University, School of Medicine, Istanbul, Turkey
Aypar Uslu: Marmara University, School of Business Administration, Istanbul, Turkey
Serdar Pırıntı: Marmara University, School of Business Administration, Istanbul, Turkey

Yildiz Social Science Review, 2018, vol. 4, issue 1, 1-14

Abstract: 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.

Keywords: Corporate trustworthiness; Corporate Image; Customer Satisfaction; Customer LoyaltyJournal: Yildiz Social Science Review (search for similar items in EconPapers)
JEL-codes: F00 F30 G00 G10 K00 K20 M00 M20 O10 (search for similar items in EconPapers)
Date: 2018
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