Abstract:

Brand positioning studies are important for businesses to differentiate from their competitors in the market and to gain a competitive advantage in the market where competition is intense. Brand positioning studies aim to determine how the business is perceived and positioned in the minds of consumers. This study aims to determine how private chain hospitals see the brand positions in the minds of consumers and their position in the minds of consumers by conducting positioning research of private chain hospitals operating in the health sector where competition is harsh. In this context, it is aimed to determine the positions of private hospitals operating in Turkey in the minds of consumers and to visualize them with perception maps. By means of the perception map, the factors that the private hospitals that receive service from each other and similar to each other will be visualized in the minds of consumers who receive health services. Within the scope of the research, 246 people participated in the research. The analysis of the data obtained from the study was made with the multidimensional scaling method. As a result of the study, six factors play a decisive role in determining the places where private hospitals are perceived in the minds of consumers. These factors are the health service provided, the price of the service, the quality of the service, the physical elements that make up the service, the promotion of the service, and the reliability of the personnel providing the service and they are important determinants.

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