Abstract:

Today, with the diversity of human needs and the increased importance given to health, the number of health institutions is increasing and the competition is intense. Health institutions need to pay attention to customer satisfaction to be able to maintain their assets in increasing competitive conditions, to ensure competitive superiority and to be successful. In order to this, they need to have a positive image. This study was conducted with the aim of studying the effects of corporate image on patient satisfaction. For this purpose, the analysis of the data obtained from 382 patients serving from the Sivas Numune Hospital has been used by identifying statistics and correlation analysis. The study found that there was a positive and statistically meaningful relationship between the patient’s institution image and patient satisfaction levels (r=0,742; p<0,001). It has also been shown that patients at Sivas Numune Hospital are satisfied with the service they have received, that the "quality" factor has a significant impact on this satisfaction perception and that the Sivas Numune Hospital has a positive institution image.

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