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

Authors : Serkan Deniz, Mesut Çimen

Pages : 76-81

Doi:10.31067/acusaglik.1085295

View : 31 | Download : 14

Publication Date : 2023-01-01

Article Type : Research

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