Abstract:

The purpose of establishing health institutions is to provide health services to the patients in their target group. Health institutions can be positively recognized in their surroundings and maintain their existence by creating satisfaction in the patients they serve. This study aims to reveal the effect of the corporate image, formed by the impressions obtained about the institutions as a result of patient experiences, on patient satisfaction. The research was conducted with the relational survey model and is also cross-sectional. In this study, conducted on people who received service from private hospitals in Istanbul, a survey method was used to obtain research data. According to the data obtained from 446 participants within the scope of the research, it was determined that there was a high level of correlation between corporate image and patient satisfaction and that corporate image had a positive effect on patient satisfaction (β=1.171, p<0.05). At the same time, the high correlation between the variables shows that both corporate image and patient satisfaction are two variables that support each other. It is recommended that healthcare institutions that want to gain a competitive advantage in the sector and achieve a sustainable competitive advantage should give importance to corporate image studies and improve their corporate image positively.

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