Hastanelerin Tüketici ve Finansal Temelli Marka Değerleri ile Kurumsal ve Finansal Performans Göstergeleri Arasındaki İlişkilerin Değerlendirilmesi

Abstract

The purpose of this research; to determine the consumer-based and financial-based brand values ​​of hospitals, to investigate their differences according to hospitals, and to determine the relationship between the brand equity ​​of hospitals and their corporate and financial performances. In this context, the corporate and financial performance data of 8 hospitals operating within the borders of Ankara metropolitan area, where permission can be obtained from public hospitals with 100 beds or more, and the data obtained from 663 patients, who are the consumers of this hospital, were evaluated. Corporate and financial performance indicators and financial brand value were obtained from the Ministry of Health; data on consumer-based brand equity were collected by the researcher through face-to-face interviews with patients through a questionnaire. Factor analyzes and Cronbach's Alpha coefficient were used for validity and reliability analyzes of the questionnaire, and appropriate parametric and non-parametric tests were used for hypothesis testing, as well as correlation analysis. Hirose method was used for financial brand value determination in the research. As a result of the analysis; consumers' evaluations of consumer-based brand equity and its dimensions and financial brand values ​​show a statistically significant difference according to hospital types; It has been determined that there are significant relationships between consumer-based brand value and dimensions, financial brand value and dimensions, corporate performance indicators and financial performance indicators of hospitals. Based on these results, it is recommended that hospital managers work on issues that will increase brand equity ​​without increasing service costs in the current competitive environment.