BAYIN, Gamze Hacettepe Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - Sağlık İdaresi Bölümü, Turkey , ÖNDER, Ömer Rıfkı Ankara Üniversitesi - Sağlık Bilimleri Fakültesi - Sağlık Kurumları Yöneticiliği Bölümü, Turkey

A RESEARCH ON CORPORATE IMAGE IN HEALTH INSTITUTIONS

40224

The aim of this study is to determine the level of corporate image in an university hospital and a training and research hospital, to determine the differences of the level of corporate image according to socio-demographic features and to evaluate the differences between two hospital. Population of the study is outpatients from a training and research hospital and a university hospital. The number of sample size is calculated by the sample size formula and stratified random sampling method according to polyclinics. Including 381 patients from training and research hospital and 375 patients from university hospital, totally 756 patients have been reached. As a result of the study, a statistically significant difference was found between the means of corporate image and patient loyalty of both hospitals. On the other hand, some descriptive characteristics of the patients caused differences on corporate image. The variables of age, marital status, education level, income level, profession, having a chronic disease, number of people living in the family and hospital admissions in the last one year were found statistically significant. So, it can be suggested that health care managers to create a corporate image based on the fact that their institutions and give importance to corporate image politics.

141

Hospital , Corporate Image , Health Services Management

Mustafa Kemal University Journal Of Graduate School Of Social Sciences

158