Proceedings of the 24th International Academic Conference, Barcelona

PERCEPTUAL MAPS: AN EMPIRICAL RESEARCH ON HOSPITALS

FATIH SANTAS, AHMET KAR, GULCAN KAHRAMAN, ARZU KURSUN

Abstract:

Competition has increased among all health care providers in the provision of health care services in Turkey with the increasing role of the private sector. Perception management of health care consumers has gained importance. In order to be preferred by health care consumers, it is necessary for managers to determine how the perception of health care organizations. This study aims to determine the perception of health care consumers related to public, university and private hospitals. For this purpose, survey was applied to 283 patients who got health care services in outpatient services in a public hospital in Giresun in Turkey. The study shows that there is a statistically significant relationship between hospital preference of consumers and gender, age, income, health insurance and number of hospital visit last one year. The research demonstrates that consumers perceive private hospitals operating in the city center of Giresun on the first rank at the five dimensions (staff behavior, service quality, physical facilities, reputation and cost to consumer).

Keywords: Health Care Marketing, Consumer, Perceptual Maps, Hospitals

DOI: 10.20472/IAC.2016.024.079

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