Vol. 6 No. 1 (2021): Turkish Journal of Marketing
Articles

The effects of personal, corporate, environmental factors and brand image on the hospital preference: A research in İstanbul province

Şakir Erdem
Prof. Dr., Marmara University
Bio
Ahmet Tuzcuoğlu
Res. Asst., İstanbul University
Bio

Published 2021-04-25

Keywords

  • Hospital Preference,
  • Healthy Living Behavior,
  • Corporate and Environmental Factors,
  • Hospital Brand Image
  • Hastane Tercihi,
  • Sağlıklı Yaşam Davranışı,
  • Kurumsal ve Çevresel Faktörler,
  • Hastane Marka İmajı

How to Cite

Erdem, Şakir, & Tuzcuoğlu, A. (2021). The effects of personal, corporate, environmental factors and brand image on the hospital preference: A research in İstanbul province. Turkish Journal of Marketing, 6(1), 51-69. https://doi.org/10.30685/tujom.v6i1.103

Abstract

One of the most critical needs of individuals is health. To be healthy, when individual efforts are not sufficient, it is necessary to get professional service from health institutions. Each individual goes through a particular decision-making process in order to choose the right health institution. This study aims to examine the personal, corporate, environmental factors and the brand image of the health institution's choice. For this purpose, within the experimental model framework, the experts were first interviewed, and then a questionnaire was applied after the pilot study. In the study conducted in Istanbul, where convenience sampling was used, a total of 657 questionnaires were reached by face to face survey method; 628 were found to be usable and included in the analysis. The most preferred private hospital by the participants was asked, and the data sets of the most preferred hospitals, which are AC and MP, were analyzed accordingly. As a result of the analysis, It was determined that “Hospital Brand Image” positively affected “Hospital Preference”; "Healthy Living Behavior" and "Corporate and Environmental Factors" did not have an apparent effect on "Hospital Preference", but different significant effects in different groups in sub-dimensions.

 

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