Özet:

Perception of reputation and image towards an organization directs communication processes of a corporation with its stakeholders especially with consumers. In this study it was aimed to determine how total 16 hospitals clustering via perception of patients and hospital managers reputation and image which are private, public and teaching status and located in Ankara metropolitan area. Using expectation maximization method it was determined that optimum cluster number is 6 and cluster analysis made using k-medoid clustering algorithm. At the end of the analysis it was seen that private and public hospitals were in a two different clusters, teaching hospitals and university hospitals were separated from them, they were single clusters. Results of this study provide useful information for health policy makers about managing intangible assets like reputation and image

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