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

Author

Listed:
  • Gamze BAYIN

    (Hacettepe Universitesi, Iktisadi ve Idari Bilimler Fakultesi Saglik Idaresi Bolumu)

  • Omer Rifki ONDER

    (Ankara Universitesi Saglik Bilimleri Fakultesi Saglik Yonetimi Bolumu)

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.

Suggested Citation

  • Gamze BAYIN & Omer Rifki ONDER, 2015. "Determination of the Effect of Corporate Image of Health Institutions on Patient Loyalty," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 15(4), pages 577-585.
    • Handle: RePEc:ege:journl:v:15:y:2015:i:4:p:577-585
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    References listed on IDEAS

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