The Effect of Service Quality on Corporate Image: An Application in a Public Hospital

Abstract

Purpose – The aim of this study is to determine the service quality perceptions of the patients and to determine the effect of the perceived service quality dimensions on the corporate image.

Design/methodology/approach –  The survey form prepared for this objective has been carried out in a public hospital. The target population of the study consists of inpatients. The sample of the research consists of patients selected by random sampling method in a public hospital and getting inpatient services. In the proposed conceptual model; service quality is included as one of the independent variables of the research and corporate image as one of the dependent variables. SPSS 21 (Statistical Package for Social Sciences) packaged software has been used for the statistical analysis of the data. To specify the structural validity of the service quality and corporate image scale, " Exploratory Factor Analysis" has been performed. Moreover, correlation and multiple regression analysis have been used to test the relationship between sub-dimensions of service quality and corporate image

Findings –  According to the results of the study, the patients stated that the hospital staff members made them feel confident and the hospital created a good image. Service quality according to factor analysis results; consists of three sub-dimensions: physical factors, confidence, and empathy. A positively oriented and moderate level relationship has been found between the sub-dimensions of service quality and corporate image, according to the results of correlation analysis In conclusion, it has been noted that the confidence factor is the sub-dimension highly affecting the corporate image according to the results of multiple regression analysis.

Discussion –  In the literature, many domestic and foreign studies have been conducted that examine the relationship between service quality and corporate image. In the researches, a positive and significant relationship between service quality and corporate image has been determined. The research results of the literature are similar to the results of this study. However, different results have been obtained in terms of the dimensions of service quality.