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Markalaşma Sürecinde Etkili Olan Kurumsal Özellikler ve Tanıtım Faktörlerinin Hastane Tercihleri Üzerindeki Etkisi

The Effect of Corporate Characteristics and Promotional Factors Affecting the Branding Process on the Hospital Preferences

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Abstract (2. Language): 
This study aims to reveal the effect of corporate characteristics and promotions, which are the main factors that affect the branding of private hospitals, on hospital preferences. In this regard, 372 people, who admitted to a private hospital for treatment in the Province of Kahramanmaraş, Turkey, between April 15 and May 15, 2016, were studied. Data were analyzed using SPSS 20.0 package program. As a result, technology, transportation and personnel competency characteristics of the private health organization that wants to create brand value were found to be more effective on the choice of hospital.
Abstract (Original Language): 
Bu çalışmada özel hastanelerin marka haline gelmesini etkileyen başlıca faktörlerden kurumsal özellikler ve tanıtımların hastane tercihleri üzerindeki etkisi belirlenmeye çalışılmıştır. Bu doğrultuda Kahramanmaraş ilinde yer alan bir özel hastaneye 15 Nisan – 15 Mayıs 2016 tarihleri arasında tedavi görmek amacıyla başvuran 372 kişi üzerinde bir çalışma yapılmıştır. Veriler SPSS 20.0 programı kullanılarak analiz edilmiştir. Sonuç olarak marka değeri yaratmak isteyen özel sağlık kuruluşunun sahip olduğu teknoloji, ulaşım ve personel yetkinlikleri gibi özelliklerinin tanıtım faaliyetlerine göre hastane tercihi üzerinde daha etkili olduğu ortaya çıkarılmıştır.
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