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KURUMSAL İTİBAR VE İMAJIN HASTANELERİN PERFORMANSI İLE İLİŞKİSİ

The Relationship between Corporate Reputation and Image with Hospital Performance

Journal Name:

  • Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

Publication Year:

  • 2013

Key Words:

Keywords (Original Language):

Author NameUniversity of Author
Abstract (2. Language): 
The aim of this study is to specify whether hospital managers and patients differ in their perceptions of corporate reputation and image of hospitals and to identify the relationship between corporate reputation and image with hospital performance indicators. In order to determine the perceptions of corporate reputation and image, questionnaires were distributed to a total of 400 patients that applied to the twenty public and private hospitals located in Ankara metropolita n area between January and July 2011 and 90 managers in these ospitals. To obtain the hospital performance indicators, the secondary data were used. It was found that there were differences between the perceptions of patients and hospital managers about corporate reputation and image (p<0.05) and there were strong relationships between hospital corporate reputation and image with personnel satisfaction. The findings of this study provide explanatory information on how corporate reputation and image can reflect on the performance indicators, a very important topic in the literature.
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Abstract (Original Language): 
Bu çalışma ile, Ankara'da bulunan özel ve kamu hastanelerinde görev yapmakta olan hastane yöneticilerinin ve bu hastanelere başvuran poliklinik hastalarının kurumsal itibar ve imaj algıları arasında fark olup olmadığının belirlenmesi ve kurumsal itibar ve imaj algılarının hastane performans göstergeleri ile ilişkisinin incelenmesi amaçlanmıştır. Araştırmada, kurumsal itibar ve imaj algılarının tespit edilmesi için Ankara metropolitan alanda bulunan toplam yirmi hastaneye Ocak-Temmuz 2011 tarihleri arasında başvuran 400 poliklinik hastası ve bu hastanelerde görev yapmakta olan 90 hastane üst düzey yöneticisine anket uygulanmıştır. Hastane performans göstergelerinin elde edilmesinde ikincil verilerden yararlanılmıştır. Araştırmada hastalar ve hastane yöneticilerinin kurumsal itibar ve imaj algıları arasında farklılıklar olduğu (p<0,05) bulunmuş ve kurumsal itibar ve imaj algısı ile personel memnuniyeti arasında güçlü bir ilişki olduğu belirlenmiştir. Araştırma sonuçları literatürde oldukça tartışılan bir konu olan algılanan kurumsal itibar ve imajın performans göstergelerine nasıl yansıdığı konusunda açıklayıcı bilgiler sunmaktadır.
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