Algılanan hizmet kalitesi, algılanan değer ve hastane imajının hasta tatmini ve sadakatine etkisi üzerine bir araştırma
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Date
2023
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Tekirdağ Namık Kemal Üniversitesi
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info:eu-repo/semantics/openAccess
Abstract
Sağlık hizmetleri, hizmet pazarlamasında yaşanan değişim ve gelişimlerle beraber hizmet sektörü içinde devamlılığını sağlayabilmek için yeni yaklaşımlar geliştirmeye başlamıştır. Bu gelişmeler ışığında sağlık hizmetlerinde kalite anlayışı benimsenmeye başlanmış ve hasta odaklı bir sağlık hizmeti amaçlanmıştır. Bu doğrultuda sağlık kurumları kaliteli bir hizmet sunumu gerçekleştirebilmek için hastaların tatmin olmasını sağlamaya çalışarak kuruma olan bağlılıklarını arttırmaya yönelik stratejiler geliştirmektedir. Bu araştırmanın amacı hizmet kalitesi, değer, hastane imajı, hasta tatmini ve hasta sadakati arasındaki ilişkinin yapısal eşitlik modeliyle incelenmesidir. Araştırma için veriler anket yöntemi kullanılarak toplanmıştır. Araştırmanın örneklemini Tekirdağ Namık Kemal Üniversitesi Sağlık Uygulama ve Araştırma hastanesinde yatan hastalar oluşturmaktadır. Algılanan hizmet kalitesi, algılanan değer, hastane imajı, hasta tatmini ve hasta sadakati arasındaki ilişkiler ortaya konulmuştur. Tekirdağ Namık Kemal Üniversitesi Sağlık Araştırma ve Uygulama Hastanesi'nde yatan hastalara yapılan 400 anket sonucunda elde edilen veriler IBM SPSS ve AMOS programlarıyla analiz edilmiştir. Kurulan hipotezler Yapısal Eşitlik Modeliyle test edilmiştir. Algılanan değer ve hastane imajının hasta tatmini ve sadakatine olumlu bir etkisi olduğu tespit edilmiştir. Algılanan hizmet kalitesinin algılanan değer ve hastane imajı üzerinde anlamlı bir etkiye sahip olduğu, hasta tatmini üzerinde ise doğrudan anlamlı bir etkisinin olmadığı görülmüştür.
Health services have started to develop new approaches to ensure their continuity within the service sector, along with the changes and developments in service marketing. In the light of these developments, the understanding of quality in health services has begun to be adopted and a patient-oriented health service is aimed. In this regard, health institutions develop strategies to increase their loyalty to the institution by trying to ensure that patients are satisfied in order to provide a quality service. The aim of this training is to examine the relationships between service quality, value, hospital image, patient satisfaction and patient loyalty with the flexibility model. Data for the research was collected using the survey method. The content of the research consists of resources at Tekirdağ Namık Kemal University Health Practice and Research Hospital. Relationships between perceived service quality, perceived value, hospital image, patient satisfaction and patient loyalty have emerged. The data obtained from 400 surveys conducted at Tekirdağ Namık Kemal University Health Research and Application Hospital were analyzed with IBM SPSS and AMOS programs. The established hypotheses were tested with the Structural Equation Model. It has been determined that perceived value and hospital image have a positive effect on patient satisfaction and loyalty. It was observed that perceived service had a significant value on perceived value and hospital image, but there was no direct significant effect on patient satisfaction.
Health services have started to develop new approaches to ensure their continuity within the service sector, along with the changes and developments in service marketing. In the light of these developments, the understanding of quality in health services has begun to be adopted and a patient-oriented health service is aimed. In this regard, health institutions develop strategies to increase their loyalty to the institution by trying to ensure that patients are satisfied in order to provide a quality service. The aim of this training is to examine the relationships between service quality, value, hospital image, patient satisfaction and patient loyalty with the flexibility model. Data for the research was collected using the survey method. The content of the research consists of resources at Tekirdağ Namık Kemal University Health Practice and Research Hospital. Relationships between perceived service quality, perceived value, hospital image, patient satisfaction and patient loyalty have emerged. The data obtained from 400 surveys conducted at Tekirdağ Namık Kemal University Health Research and Application Hospital were analyzed with IBM SPSS and AMOS programs. The established hypotheses were tested with the Structural Equation Model. It has been determined that perceived value and hospital image have a positive effect on patient satisfaction and loyalty. It was observed that perceived service had a significant value on perceived value and hospital image, but there was no direct significant effect on patient satisfaction.
Description
Sosyal Bilimler Enstitüsü, Sağlık Yönetimi Ana Bilim Dalı
Keywords
Sağlık Yönetimi, Healthcare Management
