The Mediating Role of Patient Satisfaction in the Effect of Perceived Corporate Image on Patient Loyalty

Serkan Deniz; Mesut Çimen

doi:10.31067/acusaglik.1085295

Research Article

The Mediating Role of Patient Satisfaction in the Effect of Perceived Corporate Image on Patient Loyalty

Year 2023, Volume: 14 Issue: 1, 76 - 81, 01.01.2023

Serkan Deniz , Mesut Çimen

Abstract

Objective: Corporate image, patient satisfaction, and patient loyalty have become crucial for the survival of private hospitals in the fiercely competitive environment. This study aimed to determine the mediating role of patient satisfaction in the effect of perceived corporate image on patient loyalty.

Method: The study was conducted in the Marmara Region, Turkey, between 15 June 2021 and 15 October 2021. The study data were collected from individuals aged 18 or over who resided in the Marmara Region, Turkey, and received services from private hospitals in 2021. The study data were collected by online survey.

Results: The study results showed that perceived corporate image has a positive effect on patient satisfaction. Furthermore, both perceived corporate image and patient satisfaction have a positive effect on patient loyalty. Lastly, patient satisfaction has a mediating role in the effect of perceived corporate image on patient loyalty.

Conclusion: Both the perceived corporate image and patient satisfaction are determinants of patient loyalty. In the light of the study results, efforts are recommended to increase the positive perceived corporate image and patient satisfaction.

Keywords

Corporate Image, Patient Satisfaction, Patient Loyalty, Hospital

References

1. Biçer DF. Analysing the relationship of Brand Image with Perceived Quality, Satisfaction and Loyalty through Structural Equation Modelling. Turkish Journal of Marketing (TUJOM) 2020; 5(2): 158-178. doi: http://dx.doi.org/10.30685/tujom.v5i2.96
2. Minkiewicz J, Evans J, Bridson K and Mavondo F. Corporate Image in the Leisure Services Sector. Journal of Services Marketing 2011; 25(3): 190-201. http://dx.doi.org/10.1108/08876041111129173
3. Gray ER and Balmer JMT. Managing Corporate Image and Corporate Reputation. Long Range Planning 1998; 31(5): 695-702.
4. Abratt R and Mofokeng TN. Development and Management of Corporate Image in South Africa. European Journal of Marketing 2001; 35(3/4): 368-386. http://dx.doi.org/10.1108/03090560110382075
5. Dursun M. Müşterilerin Kurumsal İmaj Algısının Müşteri Bağlılığı Üzerindeki Etkisi: Hizmet Sektöründe Bir Araştırma [Effect of Perceived Corporate Image by Customers on Customer Loyalty: A Research at Service Sector]. Istanbul University Institute of Business Administration-Management Journal 2011; 22(69): 97-118.
6. Bayın G. Hastanelerde Kurumsal İmaj ve Hasta Bağlılığı İlişkisi: Ankara Eğitim ve Araştırma Hastanesi ile İbni Sina Hastanesi'nde Bir Uygulama [The Relationship Between Corporate Image and Patient Loyalty in Hospitals: An Application on Ankara Training and Research Hospital and İbni Sina Hospital]. Yüksek Lisans Tezi, Ankara: T.C. Ankara Üniversitesi Sağlık Bilimleri Enstitüsü, 2013.
7. Adeniji AA, Osibanjo AO, Abiodun AJ and Oni-Ojo EE. Corporate Image: A Strategy for Enhancing Customer Loyalty and Profitability. Journal of South African Business Research 2015; Vol. 2015 (2015), Article ID 259483: 1-12. DOI: 10.5171/2015.259483
8. Juhana D, Manik E, Febrinella C and Sidharta I. Empirical Study on Patient Satisfaction and Patient Loyalty on Public Hospital in Bandung, Indonesia. International Journal of Applied Business and Economic Research 2015; 13(6): 4305-4326.
9. Gabay G. Does Trust of Patients in their Physician Predict Loyalty to the Health care Insurer? The Israeli Case Study. Health Marketing Quarterly 2016; 33(2): 149-162. http://dx.doi.org/10.1080/07359683.2016.1166854
10. Gökkaya D, İzgüden D and Erdem R. Patient Satisfaction Research in the City Hospital: Isparta Province Example. Suleyman Demirel University Visionary Journal 2018; 9(20): 136-148. DOI: 10.21076/vizyoner.363783
11. Kaya ŞD and Maimaiti N. Ayaktan Hasta Memnuniyeti Ölçeği Geliştirme Çalışması [A Study of Outpatient Satisfaction Scale Development]. Hacettepe Journal of Health Administration 2018; 21(4): 601-623.
12. Atilla G, Çarıkçı İH and Erdem R. Hastanelerde Duygusal Zekâ-Hasta Memnuniyeti İlişkisi: Isparta İl Merkezi Örneği [The Relation between Emotional Intelligence and Patient Satisfaction in Hospitals: Isparta Province Example]. Afyon Kocatepe University Journal of Economics and Administrative Sciences 2013; 15(1): 101-119.
13. İzci F and Saydan R. Algılanan Hizmet Kalitesi Kurumsal İmaj ve Sadakat İlişkisi (Van Bölge Hastanesi Uygulaması) [Relationship Between Perceived Quality of Service Institutional Image and Loyalty (Van District Hospital Implication)]. Cumhuriyet University Journal of Economics and Administrative Sciences 2013; 14(1): 199-219.
14. Pişgin A and Ateşoğlu İ. Sağlık Kurumlarında Müşteri Memnuniyeti ve Değiştirme Maliyetlerinin Müşteri Sadakati Üzerindeki Etkileri [The Effects of Customer Satisfaction and Switching Costs on Customer Loyalty in Health Care]. Journal of Business Research Turk 2015; 7(4): 251-271.
15. Ravichandran N. Dimensions of Patient Loyalty and Switching Intention: Relational Outcomes for Benchmarking Approach. International Journal of Healthcare Management 2015; 8(4): 209-216. DOI: 10.1179/2047971915Y.0000000012
16. Önder ÖR and Bayın G. Poliklinik ve Klinik Hastalarının Kurum İmajı ve Hasta Bağlılığı Algılarının Karşılaştırılması: Ankara’da Bir Eğitim ve Araştırma Hastanesi Örneği [Comparison of Corporate Image and Patient Loyalty Perceptions of Outpatients and Inpatients: Example of a Training and Research Hospital in Ankara]. Journal of Business Research Turk 2014; 6(4): 120-138.
17. Çetintürk İ. Hasta Memnuniyeti, Hasta Sadakati ve Demografik Özellikler Arasındaki İlişkinin İncelenmesi [The Research of Relationship Between Patient Satisfaction, Patient Loyalty and Demographic Factors]. The Journal of Academic Social Science Studies 2016; 50: 203-215. Doi: http://dx.doi.org/10.9761/JASSS3557
18. Astuti FB and Syah TYR. Determinants of Patient Loyalty in West Jakarta Government Hospital, Obstetry and Gynecology Clinic. International Journal of Economics, Commerce and Management 2017; 5(6): 714-727.
19. Hoşgör H, Memiş K, Gündüz Hoşgör D and Koç Tütüncü S. Kurumsal Hastane İmajı, Algılanan Fiyat Uygunluğu, Hasta Tatmini ve Sadakati Arasındaki İlişkilerin Yapısal Eşitlik Modeliyle İncelenmesi [Examination of Relationships Among Corporate Hospital Image, Perceived Price Suitability, Patient Satisfaction and Loyalty by Structural Equation Modelling]. International Journal of Academic Value Studies (Javstudies) 2017; 3(16): 439-453.
20. Bentum-Micah G, Wang W, Ameyaw MA, Ma Z and Bondzie-Micah V. The Antecedes of Service Quality and Patients’ Satisfaction Equally Drive Patients’ Loyalty in Private Healthcare Delivery: Thinking the future. International Journal of Management, Accounting and Economics 2020; 7(2): 86-101.
21. Derin N and Demirel ET. Kurum İmajının Kurum Kimliği Açısından Açıklanabilirliği: İnönü Üniversitesi Turgut Özal Tıp Merkezi Örneği [Explainability of Corporate Image in Terms of Corporate Identity: Example of İnönü University Turgut Özal Medical Center]. Hacettepe Journal of Health Administration 2010; 13(2): 155-193.
22. Chang CS, Chen SY. and Lan YT. Service Quality, Trust, and Patient Satisfaction in Interpersonal-Based Medical Service Encounters. BMC Health Services Research 2013; 13:22: 1-11. doi:10.1186/1472-6963-13-22
23. Durmuş A and Akbolat M. The Impact of Patient Satisfaction on Patient Commitment and the Mediating Role of Patient Trust. Journal of Patient Experience 2020; 7(6): 1642-1647. DOI: 10.1177/2374373520967807
24. Tosyalı H, Sütcü CS and Tosyalı F. Patient Loyalty in the Hospital-Patient Relationship: The Mediating Role of Social Media. Journal of Erciyes Communication 2019; 6(1): 783-804.
25. Asnawi AA, Awang Z, Afthanorhan A, Mohamad M and Karim F. The Influence of Hospital Image and Service Quality on Patients’ Satisfaction and Loyalty. Management Science Letters 2019; 9(6): 911-920. doi: 10.5267/j.msl.2019.2.011
26. Fatima T, Malik SA and Shabbir A. Hospital Healthcare Service Quality, Patient Satisfaction and Loyalty: An Investigation in Context of Private Healthcare Systems. International Journal of Quality & Reliability Management 2018; 35(6): 1195-1214. DOI 10.1108/IJQRM-02-2017-0031
27. Hossain MS, Yahya SB and Khan MJ. The Effect of Corporate Social Responsibility (CSR) Health-care Services on Patients’ Satisfaction and Loyalty–A Case of Bangladesh. Social Responsibility Journal 2020; 16(2): 145-158. DOI 10.1108/SRJ-01-2018-0016

Year 2023, Volume: 14 Issue: 1, 76 - 81, 01.01.2023

Serkan Deniz , Mesut Çimen

Abstract

References

1. Biçer DF. Analysing the relationship of Brand Image with Perceived Quality, Satisfaction and Loyalty through Structural Equation Modelling. Turkish Journal of Marketing (TUJOM) 2020; 5(2): 158-178. doi: http://dx.doi.org/10.30685/tujom.v5i2.96
2. Minkiewicz J, Evans J, Bridson K and Mavondo F. Corporate Image in the Leisure Services Sector. Journal of Services Marketing 2011; 25(3): 190-201. http://dx.doi.org/10.1108/08876041111129173
3. Gray ER and Balmer JMT. Managing Corporate Image and Corporate Reputation. Long Range Planning 1998; 31(5): 695-702.
4. Abratt R and Mofokeng TN. Development and Management of Corporate Image in South Africa. European Journal of Marketing 2001; 35(3/4): 368-386. http://dx.doi.org/10.1108/03090560110382075
5. Dursun M. Müşterilerin Kurumsal İmaj Algısının Müşteri Bağlılığı Üzerindeki Etkisi: Hizmet Sektöründe Bir Araştırma [Effect of Perceived Corporate Image by Customers on Customer Loyalty: A Research at Service Sector]. Istanbul University Institute of Business Administration-Management Journal 2011; 22(69): 97-118.
6. Bayın G. Hastanelerde Kurumsal İmaj ve Hasta Bağlılığı İlişkisi: Ankara Eğitim ve Araştırma Hastanesi ile İbni Sina Hastanesi'nde Bir Uygulama [The Relationship Between Corporate Image and Patient Loyalty in Hospitals: An Application on Ankara Training and Research Hospital and İbni Sina Hospital]. Yüksek Lisans Tezi, Ankara: T.C. Ankara Üniversitesi Sağlık Bilimleri Enstitüsü, 2013.
7. Adeniji AA, Osibanjo AO, Abiodun AJ and Oni-Ojo EE. Corporate Image: A Strategy for Enhancing Customer Loyalty and Profitability. Journal of South African Business Research 2015; Vol. 2015 (2015), Article ID 259483: 1-12. DOI: 10.5171/2015.259483
8. Juhana D, Manik E, Febrinella C and Sidharta I. Empirical Study on Patient Satisfaction and Patient Loyalty on Public Hospital in Bandung, Indonesia. International Journal of Applied Business and Economic Research 2015; 13(6): 4305-4326.
9. Gabay G. Does Trust of Patients in their Physician Predict Loyalty to the Health care Insurer? The Israeli Case Study. Health Marketing Quarterly 2016; 33(2): 149-162. http://dx.doi.org/10.1080/07359683.2016.1166854
10. Gökkaya D, İzgüden D and Erdem R. Patient Satisfaction Research in the City Hospital: Isparta Province Example. Suleyman Demirel University Visionary Journal 2018; 9(20): 136-148. DOI: 10.21076/vizyoner.363783
11. Kaya ŞD and Maimaiti N. Ayaktan Hasta Memnuniyeti Ölçeği Geliştirme Çalışması [A Study of Outpatient Satisfaction Scale Development]. Hacettepe Journal of Health Administration 2018; 21(4): 601-623.
12. Atilla G, Çarıkçı İH and Erdem R. Hastanelerde Duygusal Zekâ-Hasta Memnuniyeti İlişkisi: Isparta İl Merkezi Örneği [The Relation between Emotional Intelligence and Patient Satisfaction in Hospitals: Isparta Province Example]. Afyon Kocatepe University Journal of Economics and Administrative Sciences 2013; 15(1): 101-119.
13. İzci F and Saydan R. Algılanan Hizmet Kalitesi Kurumsal İmaj ve Sadakat İlişkisi (Van Bölge Hastanesi Uygulaması) [Relationship Between Perceived Quality of Service Institutional Image and Loyalty (Van District Hospital Implication)]. Cumhuriyet University Journal of Economics and Administrative Sciences 2013; 14(1): 199-219.
14. Pişgin A and Ateşoğlu İ. Sağlık Kurumlarında Müşteri Memnuniyeti ve Değiştirme Maliyetlerinin Müşteri Sadakati Üzerindeki Etkileri [The Effects of Customer Satisfaction and Switching Costs on Customer Loyalty in Health Care]. Journal of Business Research Turk 2015; 7(4): 251-271.
15. Ravichandran N. Dimensions of Patient Loyalty and Switching Intention: Relational Outcomes for Benchmarking Approach. International Journal of Healthcare Management 2015; 8(4): 209-216. DOI: 10.1179/2047971915Y.0000000012
16. Önder ÖR and Bayın G. Poliklinik ve Klinik Hastalarının Kurum İmajı ve Hasta Bağlılığı Algılarının Karşılaştırılması: Ankara’da Bir Eğitim ve Araştırma Hastanesi Örneği [Comparison of Corporate Image and Patient Loyalty Perceptions of Outpatients and Inpatients: Example of a Training and Research Hospital in Ankara]. Journal of Business Research Turk 2014; 6(4): 120-138.
17. Çetintürk İ. Hasta Memnuniyeti, Hasta Sadakati ve Demografik Özellikler Arasındaki İlişkinin İncelenmesi [The Research of Relationship Between Patient Satisfaction, Patient Loyalty and Demographic Factors]. The Journal of Academic Social Science Studies 2016; 50: 203-215. Doi: http://dx.doi.org/10.9761/JASSS3557
18. Astuti FB and Syah TYR. Determinants of Patient Loyalty in West Jakarta Government Hospital, Obstetry and Gynecology Clinic. International Journal of Economics, Commerce and Management 2017; 5(6): 714-727.
19. Hoşgör H, Memiş K, Gündüz Hoşgör D and Koç Tütüncü S. Kurumsal Hastane İmajı, Algılanan Fiyat Uygunluğu, Hasta Tatmini ve Sadakati Arasındaki İlişkilerin Yapısal Eşitlik Modeliyle İncelenmesi [Examination of Relationships Among Corporate Hospital Image, Perceived Price Suitability, Patient Satisfaction and Loyalty by Structural Equation Modelling]. International Journal of Academic Value Studies (Javstudies) 2017; 3(16): 439-453.
20. Bentum-Micah G, Wang W, Ameyaw MA, Ma Z and Bondzie-Micah V. The Antecedes of Service Quality and Patients’ Satisfaction Equally Drive Patients’ Loyalty in Private Healthcare Delivery: Thinking the future. International Journal of Management, Accounting and Economics 2020; 7(2): 86-101.
21. Derin N and Demirel ET. Kurum İmajının Kurum Kimliği Açısından Açıklanabilirliği: İnönü Üniversitesi Turgut Özal Tıp Merkezi Örneği [Explainability of Corporate Image in Terms of Corporate Identity: Example of İnönü University Turgut Özal Medical Center]. Hacettepe Journal of Health Administration 2010; 13(2): 155-193.
22. Chang CS, Chen SY. and Lan YT. Service Quality, Trust, and Patient Satisfaction in Interpersonal-Based Medical Service Encounters. BMC Health Services Research 2013; 13:22: 1-11. doi:10.1186/1472-6963-13-22
23. Durmuş A and Akbolat M. The Impact of Patient Satisfaction on Patient Commitment and the Mediating Role of Patient Trust. Journal of Patient Experience 2020; 7(6): 1642-1647. DOI: 10.1177/2374373520967807
24. Tosyalı H, Sütcü CS and Tosyalı F. Patient Loyalty in the Hospital-Patient Relationship: The Mediating Role of Social Media. Journal of Erciyes Communication 2019; 6(1): 783-804.
25. Asnawi AA, Awang Z, Afthanorhan A, Mohamad M and Karim F. The Influence of Hospital Image and Service Quality on Patients’ Satisfaction and Loyalty. Management Science Letters 2019; 9(6): 911-920. doi: 10.5267/j.msl.2019.2.011
26. Fatima T, Malik SA and Shabbir A. Hospital Healthcare Service Quality, Patient Satisfaction and Loyalty: An Investigation in Context of Private Healthcare Systems. International Journal of Quality & Reliability Management 2018; 35(6): 1195-1214. DOI 10.1108/IJQRM-02-2017-0031
27. Hossain MS, Yahya SB and Khan MJ. The Effect of Corporate Social Responsibility (CSR) Health-care Services on Patients’ Satisfaction and Loyalty–A Case of Bangladesh. Social Responsibility Journal 2020; 16(2): 145-158. DOI 10.1108/SRJ-01-2018-0016

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Details

Primary Language	English
Subjects	Health Policy
Journal Section	Research Article
Authors	Serkan Deniz 0000-0002-8093-1336 Mesut Çimen 0000-0002-0937-9411
Early Pub Date	November 15, 2022
Publication Date	January 1, 2023
Submission Date	March 9, 2022
Published in Issue	Year 2023Volume: 14 Issue: 1

Cite

EndNote	Deniz S, Çimen M (January 1, 2023) The Mediating Role of Patient Satisfaction in the Effect of Perceived Corporate Image on Patient Loyalty. Acıbadem Üniversitesi Sağlık Bilimleri Dergisi 14 1 76–81.

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