Abstract:

In this study, it is aimed to examine the regulatory role of the hospital type on the effect of the quality perception about the service hospital on the attitude towards the hospital. In this context, data were collected by applying a questionnaire to 250 participants who received health services in one public and one private hospital in Gaziantep. As a result of the analysis, it has been determined that perceived service quality has a positive effect on attitudes towards the hospital, and the type of hospital plays a regulatory role in this effect. Also, it has been observed that the effect of perceived quality by those receiving service from public hospitals on their attitudes is higher than that of those receiving service from private hospitals. The results obtained are thought to contribute to both the academic field and the marketing strategies of healthcare institutions, as the relationship between perceived quality and attitudes is examined in the field of health services and the effect of the type of hospital is also included. The main limitation of the study is that the study was conducted only in Gaziantep and two hospitals.

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