THE ROLE OF CORPORATE IMAGE IN PRIVATE HOSPITAL CHOICE
ÖZEL HASTANE TERCİHİNDE KURUMSAL İMAJIN ROLÜ

Author : Şadiye Nur GÜLEÇ
Number of pages : 275-292

Abstract

Under the competitive circumstances of our age, corporate image is an important and distinctive characteristic of the corporations which are getting bigger and getting identical with each other. At the point that products, services and institutes are getting identical and cannot be diffrentiated tangibly, the corporate image has stand in the breach and it is accepted as intangible but a significant added value. In this study, it is used purposive sampling to show how the corporate image is powerful and data is acquired by a survey is applied to 504 people in person who took service in a private hospital in Samsun province. The data are analyzed and interpreted with SPSS statistic software. The findings obtained in this study demonstarte especially ‘physician factor’ and ‘quality of service factor’ and other factors belong to corporate image are important for the preference of private hospitals. As a result, the efforts made for the corporate image pay off and increase the rate of preference for the hospital.

Keywords

Image, corporate image, private hospital, public relations.

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