Determination of the Effect of Corporate Image of Health Institutions on Patient Loyalty

Gamze Bayin and Omer Rifki Onder
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Gamze Bayin: Hacettepe Universitesi, Iktisadi ve Idari Bilimler Fakultesi Saglik Idaresi Bolumu
Omer Rifki Onder: Ankara Universitesi Saglik Bilimleri Fakultesi Saglik Yonetimi Bolumu

Ege Academic Review, 2015, vol. 15, issue 4, 577-585

Abstract: The purpose of the present study is to determine the corporate image and patient loyalty levels of a university hospital and a training and research hospital in Ankara, and to evaluate the relation between corporate image and patient loyalty. The sampling of the study consists of 756 polyclinic patients treated in a university hospital and a training and research hospital in Ankara. Number of patients was determined with the sample size formula. In conclusions of the study it was determined that there is a statistically significant difference in both corporate image and patient loyalty averages between the two hospitals. In addition, there is a strong, positive and statistically significant relation between patients’ corporate image and patient loyalty. Health institutions that aim to increase patient loyalty may be advised to place emphasize on their corporate image policies.

Keywords: Corporate Image; Patient Loyalty; Outpatients; Health Care Managament (search for similar items in EconPapers)
Date: 2015
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