Corporate Image Components in Service Enterprises; A Research on Health Enterprises

Abstract

Purpose: The aim of this study is to reveal the relationship and effect between the level of corporate image perception and corporate image factors.

Design/methodology/approach – The data of the study consists of patients over the age of 18 who received service between 03.05.2021 and 04.06.2021 in a private hospital in Ankara, inpatient unit. The data of the research were analyzed with 213 valid questionnaires. SPSS 22.0 statistical package program was used to analyze the data. Descriptive statistics were calculated in the data analysis. Correlation and linear regression analyzes were performed to reveal the relationship between corporate image perception and corporate image factors. The resulting findings were analyzed at 95% confidence interval and 5% significance level.

Findings: In the research, it was determined that there is a significant relationship between each dimension that constitutes the corporate image and the perceived image, and it has been observed that there is a strong relationship between image dimensions and image perception. It has been revealed that image factors have a 50% effect on the formation of image perception. It is noteworthy that the most important factor on the perceived image is the communication dimension. On the other hand, it can be said that the least effect is social factors.

Discussion: As a result of the research, data were collected from external customers benefiting from the private hospital, and the relationship and effect between the level of corporate image perception and corporate image factors were revealed, and recommendations were made on what health institutions can do to create a positive corporate image.