The Role of Brand Image in Individuals’ Hospital Preferences
Abstract views: 33
/ 
PDF downloads: 20
DOI:
https://doi.org/10.5281/zenodo.17525083Özet
The primary aim of this study is to reveal the determinant role of brand image in individuals’ hospital preferences. Accordingly, data were collected from 400 participants aged 18 and above residing in Konya. The research employed the Brand Image Scale, originally developed by Wu (2011) and adapted to the Turkish context by Tuzcuoğlu & Erdem (2021), together with the Private Hospital Preference Scale, developed by Metin (2012) and later dimensioned by Yağar and Soysal (2017). Data analysis was performed using the SPSS software, applying one-way analysis of variance (ANOVA), t-test, and Pearson correlation analysis. Demographic findings show that 54.5% of participants were female, 50.2% were married, and 43.3% were between the ages of 31 and 45. Regarding education, 27.3% held a bachelor’s degree, 23.8% were high school graduates, and 13.5% completed primary or secondary school. In terms of occupation, civil servants accounted for the highest share with 32.3%, followed by workers with 10%. The results demonstrate a statistically significant and moderately positive relationship between brand image perceptions and hospital preferences. Furthermore, brand image showed high and moderate positive correlations with the sub-dimensions of the hospital preference scale, namely institutional characteristics and promotion. Overall, the findings indicate that brand image in the healthcare sector is not merely a perceptual element but serves as a strategic determinant in individuals’ decision-making processes.
Referanslar
Ahmed, R., Ahmad, N., Nasir, F., & Khoso, I. (2014). Patients’ Satisfaction and Quality Health Services: An Investigation from Private Hospitals of Karachi, Pakistan. Research Journal of Recent Sciences, ISSN, 2277-2502.
Al-Doghaither A. H., Abdelrhman B. M., Saeed A. A.W. And Magzoub M. E. M. A. (2003) Factors Influencing Patient Choice of Hospitals in Riyadh, Saudi Arabia. The Journal of The Royal Society for The Promotion of Health 123(2): 105–109.
Alhaddad, A. (2015). A Structural Model Of The Relationships Between Brand İmage, Brand Trust And Brand Loyalty. International Journal Of Management Research And Reviews, 5(3), 137.
Altunışık R, Coşkun R, Bayraktaroğlu S, Yıldırım E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri SPSS Uygulamalı, Sakarya, Sakarya Yayıncılık
Ataman, B., & Ülengin, B. (2003). A Note on The Effect of Brand Image On Sales. Journal Of Product & Brand Management.
Baçkir, F. (2019). Sağlık Hizmetlerinde Kullanılan Tutundurma Karması Elamanlarının Marka Imajı Ile Ilişkisi Üzerine Bir Uygulama (Master's Thesis, Sosyal Bilimler Enstitüsü).
Batra, R., & Homer, P. M. (2004). The Situational Impact Of Brand Image Beliefs. Journal Of Consumer Psychology, 14(3), 318-330.
Bilgin, Y. (2018). The Effect of Social Media Marketing Activities on Brand Awareness, Brand Image And Brand Loyalty. Business & Management Studies: An International Journal, 6(1), 128-148.
Brodie, R.J., Whittome, J.R. And Brush, G.J. (2009), “Investigating the Service Brand: A Customer Value Perspective”, Journal of Business Research, Vol. 62 No. 3, Pp. 345-355.
Burmann, C., Schaefer, K., & Maloney, P. (2008). Industry Image: Its Impact on The Brand Image of Potential Employees. Journal Of Brand Management, 15(3), 157-176.
Chahal, H., & Bala, M. (2010). Confirmatory Study On Brand Equity And Brand Loyalty: A Special Look At The İmpact Of Attitudinal And Behavioural Loyalty. Vision, 14(1-2), 1-12.
Cham, T.H., Lim, Y.M., Aik, N.C. And Tay, A.G.M. (2016), “Antecedents Of Hospital Brand Image and The Relationships with Medical Tourists’ Behavioral Intention”, International Journal Of Pharmaceutical And Healthcare Marketing, Vol. 10 No. 4, Pp. 412-431.
R. V. Da Silva and S. F. Syed Alwi (2008)."Online corporate brand image, satisfaction and loyalty,"Journal of Brand Management, vol. 16, no. 3, pp. 119-144.
George, D., & Mallery, P. (2010). SPSS for Windows Step by Step: A Simple Guide and Reference, 17.0 Update (10th ed.). Boston, MA: Pearson.
Godey, B., Manthiou, A., Pederzoli, D., Joonasrokka, Aiello, G., Donvito, R. And Singh, R. (2016). Social Media Marketing Efforts Of Luxury Brands: Influence on Brand Equity and Consumer Behavior. Journal Of Business Research, 69(12), 5833-5841
Hsieh, M. H., Pan, S. L., & Setiono, R. (2004). Product-, Corporate-, And Country-Image Dimensions and Purchase Behavior: A Multicountry Analysis. Journal Of the Academy of Marketing Science, 32(3), 251-270.
İzci F, Saydan R. (2013) “Algılanan Hizmet Kalitesi Kurumsal İmaj ve Sadakat İlişkisi (Van Bölge Hastanesi Uygulaması)”, C.Ü. İktisadi ve İdari Bilimler Dergisi, 14(1):199-214.
Javalgi RG, Whipple TW, Mcmanamon MK, Edick VL (1992). Hospital Image: A Correspondence Analysis Approach. J. Healthc. Mark., 12(4): 34-41
Kayaoğlu, A. Ve Gülmez, Y. S. (2020). Sağlık Hizmetleri Tüketicisi Olarak Hastaların Özel Hastane Tercihini Etkileyen Faktörlerin Belirlenmesi: Diyarbakır Örneği. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 34(4), 1267-1286.
Keaveney, S.M. And Hunt, K.A. (1994), “Conceptualization and Operationalization Of Retail Store Image: A Case Of Rival Middle-Level Theories”, Journal of The Academy of Marketing Science, Vol. 9 No. 4, Pp. 419-435.
Keller, K.L. (1993), “Conceptualizing, Measuring, And Managing Customer-Based Brand Equity”, The Journal Of Marketing, Vol. 57 No. 1, Pp. 1-22.
Kim, A. J. And Ko, E. (2012). Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study Of Luxury Fashion Brand. Journal Of Business Research, 65(10), 1480-1486
Kim, K. H., Kim, K. S., Kim, D. Y., Kim, J. H., & Kang, S. H. (2008). Brand Equity In Hospital Marketing. Journal Of Business Research, 1(61), 75-82.
Kotler P, Clarke RN (1987). Marketing For Health Care Organizations. Englewood Cliffs: Prentice-Hall.
Kumar, N. P., Jacob, A., & Thota, S. (2014). Impact Of Healthcare Marketing And Branding On Hospital Services. International Journal of Research Foundation of Hospital & Healthcare Administration, 2(1), 19-24.
Lai, F., Griffin, M., & Babin, B. J. (2009). How Quality, Value, İmage, And Satisfaction Create Loyalty At A Chinese Telecom. Journal Of Business Research, 62(10), 980-986.
Lee, W. I., Shih, B. Y., & Chung, Y. S. (2008). The Exploration of Consumers’ Behavior In Choosing Hospital By The Application of Neural Network. Expert Systems with Applications, 34(2), 806-816.
Lee, W., Chen, C., Chen, T., & Chen, C. (2010). The relationship between consumer orientation, service value, medical care service quality and patient satisfaction: The case of a medical center in Southern Taiwan. African Journal of Business Management, 4, 448-458.
Merrilees, B., & Fry, M. L. (2002). Corporate Branding: A Framework For E-Retailers. Corporate Reputation Review, 5(2), 213-225.
Metin Y. (2012) Özel Hastanelerde Markalaşmanın Hasta Potansiyeline Etkisi. Ufuk Üniversitesi Sosyal Bilimler Enstitüsü, Yüksek Lisans Tezi, Ankara.
Önder, Ö. F., & Bayın, G. (2014). “Poliklinik Ve Klinik Hastalarının Kurum Imajı Ve Hasta Bağlılığı Algılarının Karşılaştırılması: Ankara’da Bir Eğitim Ve Araştırma Hastanesi Örneği”. İşletme Araştırmaları Dergisi, 6(4). 120 – 138.
Opoku, R. A., & Akorli, P. A. (2009). The Preference Gap: Ghanaian Consumers Attitudes Toward Local And Imported Products. African Journal of Business Management, 3(8), 350-357.
Özdemir E., Kılıç S. Ve Aydın Z. B. (2010) Sosyal Güvenlı̇K Reformu Sonrası Tüketı̇Cı̇ Olarak Hastaların Hastane Seçı̇Mı̇: Pazarlama Açısından Bir Alan Araştırması. Uludağ Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi 29(1): 1–27.
Özkoç H. (2013) Hastaların Sağlık Kurumu Tercihlerini Etkileyen Faktörlerin Belirlenmesi: Uygunluk Analizi Ve Nested Logit Model. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 15(2): 267–250
Prang, K. H., Canaway, R., Bismark, M., Dunt, D., Miller, J. A., & Kelaher, M. (2018). Public Performance Reporting And Hospital Choice: A Cross-Sectional Study of Patients Undergoing Cancer Surgery in The Australian Private Healthcare Sector. BMJ Open, 8(4), E020644.
Roberts PW, Dowling GR (2002). Corporate Reputation and Sustained Superior Financial Performance. Strateg. Manage. J., 23(12): 1077- 1093.
Robertson R. And Burge P. (2011) The Impact Of Patient Choice of Provider on Equity: Analysis of A Patient Survey. Journal Of Health Services Research and Policy 16(Suppl. 1): 22–28.
Roh C. Y. And Moon M. J. (2005) Nearby, But Not Wanted? The Bypassing of Rural Hospitals and Policy Implications For Rural Health Care Systems. Policy Studies Journal 33(3): 377–394.
Ross, C. K., Steward, C. A., & Sinacore, J. M. (1993). The Importance of Patient Preferences In The Measurement Of Health Care Satisfaction. Medical Care, 1138-1149.
Şantaş F., Kurşun A. Ve Kar A. (2016) Hastane Tercihine Etki Eden Faktörler: Sağlık Hizmetleri Pazarlaması Perspektifinden Alan Araştırması. Hacettepe Sağlık İdaresi Dergisi 19(1): 17–33.
Semnani, B. L., Heshemnia, S., & Koukhan, S. (2012). The Determination of Factors Influencing Tabriz Hospital’s Image. Int J Res IT Manag Eng, 2(6), 1-19.
Shanthi, N. M. (Ed.). (2006). Branding Services: Global Perspective. ICFAI University Press.
Şişmanlar, D. (2014). Kamu Hastaneleri Birliği Kurum ve Kuruluşlarında Marka Imajı Ve Değeri Yaklaşımı (Master's Thesis, Sağlık Bilimleri Enstitüsü).
Speak, K. D. (1996). The Challenge of Health Care Branding. Marketing Health Services, 16(4), 40-42
Suhartanto, D. (2011), “An Examination of Brand Loyalty In The Indonesian Hotel Industry”, Available At: Http://Researcharchive.Lincoln.Ac.Nz/Handle/10182/3618
Tang, C., Luo Z., Fang P. And Zhang F. (2013) Do Patients Choose Community Health Services (CHS) For First Treatment in China? Results From A Community Health Survey in Urban Areas. Journal Of Community Health 38(5): 864–872.
Tavşancıl, E. (2006). Tutumların Ölçülmesi Ve SPSS Ile Veri Analizi. (3. Basım). Ankara: Nobel Yayın Dağıtım
Tüfekçi, N., & Asığbulmuş, H. (2016). The Factors That Effective In The Choice Of Hospital And Patient Satisfaction: The Sample of Isparta. Journal Of Current Research on Health Sector, 6(2), 71-92.
Srivastava, R. K., & Bodkhe, J. (2020). Does Brand Equity Play A Role On Doctors Prescribing Behavior In Emerging Markets? International Journal of Healthcare Management, 13(Sup1), 1-11.
Wu, C. C. (2011). The İmpact Of Hospital Brand İmage On Service Quality, Patient Satisfaction And Loyalty. African Journal Of Business Management, 5(12), 4873-4882.
Yağar, F., & Soysal, A. (2017). Markalaşma Sürecinde Etkili Olan Kurumsal Özellikler ve Tanıtım Faktörlerinin Hastane Tercihleri Üzerindeki Etkisi. Hacettepe Sağlık İdaresi Dergisi, 20(4), 457-474.
Yagci, M. I., Biswas, A., & Dutta, S. (2009). Effects Of Comparative Advertising Format on Consumer Responses: The Moderating Effects of Brand Image and Attribute Relevance. Journal Of Business Research, 62(8), 768-774.
You C. H. And Kwon Y. D. (2012) Factors Influencing Medical Institution For Outpatient Services. Journal Of the Korean Medical Association 5(9): 898–910.
Zeithaml, V. A., Bitner, M. J., & Dremler, D. (1996). Services Marketing, International Edition. New York, NY And London: Mcgraw Hill.
İndir
Yayınlanmış
Nasıl Atıf Yapılır
Sayı
Bölüm
Lisans
Telif Hakkı (c) 2025 International Journal of Social and Humanities Sciences Research (JSHSR)
Bu çalışma Creative Commons Attribution 4.0 International License ile lisanslanmıştır.
