RELATIONSHIP BETWEEN PATIENT SATISFACTION AND HOSPITAL BRAND IMAGE: A META-ANALYTIC STUDY

Authors : Haydar HOŞGÖR, Ekrem SEVİM

Pages : 171-185

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Publication Date : 2022-07-27

Article Type : Research Paper

Abstract :Aim: In this meta-analytic study, the relationship between satisfaction and brand image variables was investigated from the perspectives of patients and hospitals. Methods: After our review of the literature which covered 2010 and 2021, 19 studies that met the inclusion criteria were analyzed with the meta-analysis method. The Comprehensive Meta-Analysis package program was used in the analysis of the data. Results: The sample consisted of 6,038 studies on the subject. It was determined that 100% of the studies were published as articles, 68.4% were in English, 31.6% were published between 2010 and 2015, and 68.4% were published between 2016 and 2021. According to the random effect model, a statistically significant, positive, and strong relationship insert ignore into journalissuearticles values(r: ~0.50); was determined between patient satisfaction and hospital brand image variables. Conclusion: According to the results of the research, a positive and strong relationship was found between patient satisfaction and hospital brand image. In this context, it can be recommended that hospital administrators who want their hospitals` brand image to be perceived by health service recipients as high should attach more importance to patient satisfaction.
Keywords : Patient satisfaction, branding, hospital image, hospital brand