Comparison of Corporate Image and Patient Loyalty Perceptions of Outpatients and Inpatients: Example of a Training and Research Hospital in Ankara

Abstract

The purpose of this study is to determine the level of corporate image and patient loyalty of outpatients and inpatients who get services from a hospital and to evaluate the relationship between corporate images’ factors and patient loyalty. Totally 600 patients from a training and research hospitals in Ankara, formed the study sample. As a result, outpatients’ loyalty and image perceptions found medium level; while inpatients’ level found high. In addition, the effect of corporate image factors on patient loyalty was determined that there is a statistically significant, strong and positive correlation and 83% of patient loyalty is explained by corporate image factors. Based on the research findings, making improvements especially in quality and also physical, communication, social responsibility factors can obtain loyal patients. It is suggested to adopt different strategies to outpatients and inpatients while implementing these improvements.