Abstract:

The health institutions stand with high probability to face with sectorial and institutional risks. While these institutions are trying to reduce the risks that they bear, to perform the public services and to compete in the industry, they make greater efforts in order to preserve their own reputation together with the industry’s reputation. As a commencement of an internal stakeholder and reputational main factors, health care employees play an important role on improving service quality. In this study it is aimed to determine the perceptional differences of the personnel of the health institutions who deliver the service and perform health service marketing through their work, with regard to relation between the industrial reputation and institutional reputation. The primary data is collected through face to face questionnaires that are made with the personnel of the hospitals located at the city central of the Afyonkarahisar province. As a result, it is observed that the institutional reputation perception of the health industry personnel is shaped in accordance with their industrial reputation perception furthermore there appears perception differences due to their occupation and age.

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