Publication: Hastane tercihinde; kişisel, kurumsal, çevresel faktörler ve marka imajının etkisi : İstanbul ilinde bir araştırma
Abstract
Bireylerin en önemli ihtiyaçlarından biri sağlıktır. Sağlıklı olmak için, bireysel çabalar yeterli olmadığı durumda, sağlık kuruluşlarından profesyonel hizmet almak gerekmektedir. Doğru sağlık kuruluşunu tercih etmek için her birey belirli bir karar alma sürecinden geçmektedir. Bu çalışmada amaç, bireylerin sağlık kuruluşu tercihine etki eden kişisel, kurumsal, çevresel faktörler ile kurumların marka imajının sağlık kuruluşu tercihine etkisini incelemektir. Bu amaçla, ortaya konan keşifsel model çerçevesinde ilk olarak uzmanlarla görüşme yapılmış, takiben yapılan pilot çalışma sonrasında anket uygulamasına geçilmiştir. Kolayda örneklemenin kullanıldığı İstanbul’da yapılan araştırmada, yüz yüze anket yöntemiyle toplamda 657 ankete ulaşılmış, bunlardan 628 adedinin kullanılabilir nitelikte olduğu tespit edilip, analize dahil edilmiştir. Yapılan analizlerin sonucunda; “Hastane Marka İmajı”nın ve “Kurumsal ve Çevresel Etmenler”in “Hastane Tercihi” üzerinde istatistiksel anlamlı etkilerinin olduğu; “Sağlıklı Yaşam Tarzı Davranışı”nın “Hastane Tercihi” üzerinde net bir etkisinin olmadığı, ancak alt boyutlarda istatistiksel anlamlı etkilerin olduğu tespit edilmiştir.
One of the most important needs of individuals is health. In order to be healthy, when individual efforts are not sufficient, it is necessary to get professional service from health institutions. Each individual goes through a certain decision-making process in order to choose the right health institution. The aim of this study is to examine the personal, corporate, environmental factors and the brand image of the on the choice of health institution. For this purpose, within the framework of the experimental model that was put forward, firstly the experts were interviewed, and then a questionnaire was applied after the pilot study. In the study conducted in Istanbul where convenience sampling was used, a total of 657 questionnaires were reached by face to face survey method, 628 of them were found to be usable and included in the analysis. As a result of the analyzes made; Hospital Brand Image and Corporate and Environmental Factors have statistically significant effects on Hospital Preference; It has been determined that Healthy Lifestyle Behavior has no clear effect on Hospital Preference, but there are statistically significant effects in sub-dimensions.
One of the most important needs of individuals is health. In order to be healthy, when individual efforts are not sufficient, it is necessary to get professional service from health institutions. Each individual goes through a certain decision-making process in order to choose the right health institution. The aim of this study is to examine the personal, corporate, environmental factors and the brand image of the on the choice of health institution. For this purpose, within the framework of the experimental model that was put forward, firstly the experts were interviewed, and then a questionnaire was applied after the pilot study. In the study conducted in Istanbul where convenience sampling was used, a total of 657 questionnaires were reached by face to face survey method, 628 of them were found to be usable and included in the analysis. As a result of the analyzes made; Hospital Brand Image and Corporate and Environmental Factors have statistically significant effects on Hospital Preference; It has been determined that Healthy Lifestyle Behavior has no clear effect on Hospital Preference, but there are statistically significant effects in sub-dimensions.