The Effect of Corporate Image on Patient Loyalty

Abstract

Purpose – The ability of health institutions to continue their activities and services depends on the target consumer they serve. For this reason, evaluating how health institutions are perceived by the target audience they serve becomes important. The corporate image created by introducing the institution well to the target audience and leaving a positive impression is among the factors that affect the preference of health institutions. The positive and negative experiences of those who benefit from health services constitute a reference point that affects their subsequent decisions. Positive recognition of health institutions among their target audience constitutes the basic premise for ensuring patient continuity and reaching wider audiences. In this context, the research aims to determine the level of corporate image and loyalty in healthcare institutions and to test the positive effect of corporate image on patient loyalty. Design/methodology/approach-In the research, a relational screening model based on quantitative data was used. Research data was obtained by survey method from 446 people who had previously received service from private hospitals. Structural Equation Modeling (SEM) was applied to test the hypothesis. At the same time, frequency analysis, reliability analysis, correlation analysis and confirmatory factor analyzes were used. Findings – According to the findings obtained from the research, the corporate image scale mean score (3.74 ±0.68) and patient loyalty scale mean score (3.52 ±0.95) of private hospitals in Istanbul were found to be high. Corporate image significantly and positively affects patient loyalty (β=0.870, p<0.05). The average corporate image is higher than the average of patient loyalty. Discussion – Research examining the relationships between variables supports these research findings. It can be said that patient loyalty has a flexible structure and efforts should be made to maintain and increase it. It is recommended that healthcare institutions and managers who want to achieve sustainable competitive advantage in the sector and create patient loyalty should attach importance to corporate image studies.