The Effect of Perceived Service Quality on Hospital Choice: The Moderating Role of Accreditation Perception in Healthcare Institutions

Abstract

Purpose – The aim of this study is to examine the effect of accreditation in healthcare institutions on patients' perceived quality of service and hospital preference. Furthermore, the moderating role of accreditation perception in the relationship between perceived quality of service and hospital preference is evaluated.
Design/methodology/approach – The study was conducted with 1,336 patients who reported receiving services from accredited and non-accredited hospitals in Ankara and Istanbul. Data were collected through an online questionnaire using convenience sampling. After conducting reliability and validity analyses of the scales, the hypotheses were tested using regression and moderation analyses. The study was approved by the Atılım University Human Research Ethics Committee on March 19, 2025, with approval number 108312.
Results – The findings indicate that perceived service quality has a positive and significant effect on hospital choice. Perception of accreditation was also found to have a direct and significant impact on hospital choice. Moreover, accreditation perception plays a moderating role that strengthens the relationship between perceived service quality and hospital choice. The model explains a significant portion of the variance in hospital choice.
Discussion – The results suggest that hospital choice is shaped not only by experienced service quality but also by institutional trust and quality signals associated with accreditation. Accreditation appears to function not merely as a technical quality indicator but also as a symbolic and perceptual factor influencing patient decision-making processes. These findings highlight the strategic importance of accreditation and quality management practices in healthcare institutions.