Evaluation of The Effect of Institutional Image on Patient Perception in Hospitals with Structural Equation Model

Corporate image is the picture created by the service recipients, within the framework of the institutions' missions, in the minds of the service recipients, as a result of their corporate image management skills. Corporate image in healthcare institutions emerges by directing the image of the institution in the minds of patients in line with patient wishes and desires. Investigating the effect of institutional image on patient perception in hospitals helps to make strategic plans to increase the quality of health services and patient satisfaction. These studies reveal how important the image of the institution is on patients' hospital preferences, satisfaction levels and trust in treatment. Using this information, hospital managements can make the necessary improvements in service delivery, improve staff attitudes and behaviors, and make the hospital environment more attractive. As a result, creating a positive corporate image increases patient loyalty and the hospital's reputation, ensuring more successful and sustainable healthcare services in the long run. In this direction, in the study; The effects of hospitals' corporate image activities on patients' corporate image perception were investigated. The sample of the study consists of 623 people who meet the condition of having received health care in the last year. According to the structural equation model results, physical factors have a significant positive effect on corporate perception (β = 0.341, p