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Bu çalışmanın temel amacı; “Hastane Marka İmajı” ve “Algılanan Hizmet Kalitesi” değişkenleri arasındaki ilişkinin meta-analiz yöntemiyle incelenmesidir. Ulusal ve uluslararası alan yazının tarandığı kadarıyla bu iki değişkenin bu türden bir yaklaşımla araştırıldığı herhangi bir çalışmaya rastlanamamıştır. Dolayısıyla bu durum, çalışmanın en temel motivasyon kaynağını oluşturmuştur. 2011-2021 yıllarını da kapsayacak şekilde gerçekleştirilen tarama işleminin sonucunda, dâhil edilme kıstaslarına uyan 16 adet çalışma meta-analiz yöntemiyle incelenmiştir. Verilerin analizinde Comprehensive Meta Analysis paket programı kullanılmıştır. Çalışmalar kapsamındaki toplam örneklem sayısı 6236’dır. Meta-analize dâhil edilen yayınların %62,5’inin İngilizce dilinde olduğu, yaklaşık %94’ünün makale türünde, yalnızca %6’sının ise yüksek lisans tezi türünde olduğu tespit edilmiştir. Yayınların %25’inin (f: 4) 2020 yılına, yaklaşık %19’(f: 3) unun ise 2021 ve 2015 yıllarına ait olduğu ve ayrıca tüm yayınlara ait örneklem sayısı ortalamasının 391 olduğu hesaplanmıştır. Rastsal etki modeline göre hastane marka imajı ile algılanan hizmet kalitesi değişkenleri arasında istatistiksel olarak anlamlı, pozitif yönde ve güçlü bir ilişki (r: 0,635) saptanmıştır. Bir diğer ifadeyle, hastaların hastane marka imajı düzeyleri yükseldikçe, algıladıkları hizmet kalitesi düzeyleri de yükselmektedir. Bu bağlamda, sağlık hizmet alıcıları nezdinde hastanelerinin marka imajı düzeylerini yüksek bir noktaya konumlandırmak isteyen hastane yöneticilerinin, hastalar tarafından algılanan kalite düzeyine daha fazla önem atfetmeleri ve hastaların kalite algılarını periyodik olarak ölçümlemeleri gerektiği önerilebilir.
The main objective of this study is to study the relationship between the variables "Hospital Brand Imaging" and "Service Quality" by the meta-analysis method. As far as the national and international field scan has been scaned, no study has been found in which these two variables were studied with such an approach. This is the main source of motivation for the work. As a result of the scan process to cover the years 2011-2021, 16 work metaanalysis methods that match the inclusion shortcomings have been studied. In the analysis of data, the Comprehensive Meta Analysis package program was used. The total number of samples in the scope of the studies is 6236. It was found that 62.5 percent of the publications included in the meta-analysis were in English, about 94% in the type of article, and only 6% in the type of master thesis. It is estimated that 25% of publications (f: 4) by 2020, and about 19% (f: 3) by 2021 and 2015 and the average number of samples for all publications is 391. According to the random effect model, a statistically meaningful, positive and strong relationship (r: 0.635) has been established between the hospital brand image and the service quality variables perceived. In other words, as the patient’s hospital brand image levels rise, the quality levels of service they perceive also rise. In this context, it may be recommended that the hospital managers who want to position their hospital’s brand image levels at a high point in front of healthcare providers should pay more attention to the quality level perceived by patients and periodically measure the quality perceptions of patients.
The main purpose of this study is to examine the relationship between the "Hospital Brand Image" and "Perceived Service Quality" variables using the meta-analysis method. As far as national and international literature has been scanned, no study has been found in which these two variables have been investigated with such an approach. Therefore, this situation constituted the main motivation source of the study. As a result of the screening process, which was carried out to cover the years 2011-2021, 16 studies that met the inclusion criteria were examined with the meta-analysis method. The Comprehensive Meta-Analysis package program was used in the analysis of the data. The total number of samples within the scope of the studies is 6236. It was determined that 62.5% of the publications included in the meta-analysis were in English, approximately 94% were in the type of articles, and only 6% were in the type of master's thesis. It has been calculated that 25% (f: 4) of the publications belong to 2020, about 19% (f: 3) belong to the years 2021 and 2015, and the average number of samples of all publications is 391. According to the random effect model, a statistically significant, positive and strong relationship (r: 0.635) was found between hospital brand image and perceived service quality variables. In other words, as patients' hospital brand image levels increase, their perceived service quality levels also increase. In this context, it can be suggested that hospital managers who want to position their hospitals' brand image levels at a high point in the eyes of health service buyers should attach more importance to the quality level perceived by the patients and periodically measure the quality perceptions of the patients.
Alan : Eğitim Bilimleri; Filoloji; Güzel Sanatlar; Hukuk; İlahiyat; Sosyal, Beşeri ve İdari Bilimler; Spor Bilimleri
Dergi Türü : Uluslararası
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