The Mediating Role of Perceived Institutional Reputation in Negative Patient Behaviors as a Result of Service Experience

Mustafa Amarat; Deniz Güneş

Article Details

The Mediating Role of Perceived Institutional Reputation in Negative Patient Behaviors as a Result of Service Experience

Authors:

Mustafa Amarat | Deniz Güneş

Publisher:

Karamanoglu Mehmetbey University

Main Topics:

İtibar Yönetimi | Kurumsal İletişim

Journal:

Karamanoğlu Mehmetbey Üniversitesi Sosyal Ve Ekonomik Araştırmalar Dergisi Vol.25 Issue 44, pp.348-363

Document Type:

Article

Publication Date:

6/2023

Document Language:

Turkish

Document ID (Org No.):

2001291924

pISSN:

2147-7833

Keywords:

Abstract:

 The aim of this study is to examine the effect of service experience on negative patient behaviors and the mediating role of corporate reputation on this effect. The research data were obtained from the adult individuals using health services in Turkey in the last year, by using the online questionnaire, using the easy probabilistic sampling method. The questionnaire form consists of four parts. The first part consists of three statements age, gender, hospital type containing the demographic characteristics of the participants. In the second part, negative behavioral responses scale developed by Zeithaml et al. was used. In the third part, the service experience scale developed by Boakye et al. was used. In the last part, the corporate reputation scale developed by Torres et al. was used. According to the research findings, service experience affects the behaviors of complaining β-0.147, negative word of mouth β-0.233 and switching β-0.165, but has no effect on interia. In addition, perceived corporate reputation has a mediating role in the effect of service experience on patient behavior. As a result, when patients experience a negative experience, they may complain, change or verbally disparage the health institution. In addition, healthcare providers can prevent negative patient behaviors if they strengthen their reputations. Therefore, healthcare institutions should strive to improve the service experience of patients and strengthen their reputations.

 The aim of this study is to examine the effect of service experience on negative patient behaviors and the mediating role of corporate reputation on this effect. The research data were obtained from the adult individuals using health services in Turkey in the last year, by using the online questionnaire, using the easy probabilistic sampling method. The questionnaire form consists of four parts. The first part consists of three statements age, gender, hospital type containing the demographic characteristics of the participants. In the second part, negative behavioral responses scale developed by Zeithaml et al. was used. In the third part, the service experience scale developed by Boakye et al. was used. In the last part, the corporate reputation scale developed by Torres et al. was used. According to the research findings, service experience affects the behaviors of complaining β-0.147, negative word of mouth β-0.233 and switching β-0.165, but has no effect on interia. In addition, perceived corporate reputation has a mediating role in the effect of service experience on patient behavior. As a result, when patients experience a negative experience, they may complain, change or verbally disparage the health institution. In addition, healthcare providers can prevent negative patient behaviors if they strengthen their reputations. Therefore, healthcare institutions should strive to improve the service experience of patients and strengthen their reputations.

 The aim of this study is to examine the effect of service experience on negative patient behaviors and the mediating role of corporate reputation on this effect. The research data were obtained from the adult individuals using health services in Turkey in the last year, by using the online questionnaire, using the easy probabilistic sampling method. The questionnaire form consists of four parts. The first part consists of three statements age, gender, hospital type containing the demographic characteristics of the participants. In the second part, negative behavioral responses scale developed by Zeithaml et al. was used. In the third part, the service experience scale developed by Boakye et al. was used. In the last part, the corporate reputation scale developed by Torres et al. was used. According to the research findings, service experience affects the behaviors of complaining β-0.147, negative word of mouth β-0.233 and switching β-0.165, but has no effect on interia. In addition, perceived corporate reputation has a mediating role in the effect of service experience on patient behavior. As a result, when patients experience a negative experience, they may complain, change or verbally disparage the health institution. In addition, healthcare providers can prevent negative patient behaviors if they strengthen their reputations. Therefore, healthcare institutions should strive to improve the service experience of patients and strengthen their reputations.

 Bu araştırmanın amacı, hizmet deneyiminin, olumsuz hasta davranışlarına olan etkisi ve kurumsal itibarın bu etki üzerindeki aracı rolünü incelemektir. Araştırma verileri Türkiyede son bir yıl içerisinde sağlık hizmeti kullanan yetişkin bireylerden kolayda olasılıklı örneklem yöntemi kullanılarak çevrimiçi anketile elde edilmiştir. Araştırma kapsamında 844 katılımcıya ulaşılmıştır. Anket formu dört bölümden oluşmaktadır. İlk bölüm, katılımcıların demografik özelliklerini içeren üç ifadeden yaş, cinsiyet, hastane türü oluşmaktadır. İkinci bölümde Zeithaml ve diğerleri tarafından geliştirmiş olumsuz davranış tepkileri ölçeği kullanılmıştır. Üçüncü bölümde Boakye ve diğerleri geliştirdiği hizmet deneyimi ölçeği kullanılmıştır. Son bölümde ise Torres ve diğerleri tarafından geliştirilen kurumsal itibar ölçeği kullanılmıştır. Araştırma bulgularına göre hizmet deneyimi, şikâyet etme β-0.147, olumsuz ağızdan ağıza iletişim β-0.233 ve kurum değiştirme β-0.165 davranışlarını etkilemekte fakat eylemsizlik üzerinde bir etkiye sahip değildir. Ayrıca hizmet deneyiminin hasta davranışına olan etkisinde algılanan kurumsal itibarın aracı rolü bulunmaktadır. Sonuç olarak hastalar olumsuz bir deneyim yaşadıklarında, sağlık kurumunu şikâyet edebilir, değiştirebilir veya sözlü olarak çevresine kötüleyebilir. Ayrıca sağlık hizmeti sunan kurumlar, itibarlarını güçlendirdiği takdirde olumsuz hasta davranışlarını engelleyebilir. Dolayısıyla sağlık kurumları, hastaların hizmet deneyimlerini iyileştirmek için çaba göstermeli ve itibarlarını güçlendirmelidir.

Article Details

The Mediating Role of Perceived Institutional Reputation in Negative Patient Behaviors as a Result of Service Experience

Authors:

Mustafa Amarat | Deniz Güneş

Publisher:

Karamanoglu Mehmetbey University

Main Topics:

İtibar Yönetimi | Kurumsal İletişim

Journal:

Karamanoğlu Mehmetbey Üniversitesi Sosyal Ve Ekonomik Araştırmalar Dergisi Vol.25 Issue 44, pp.348-363

Document Type:

Article

Publication Date:

6/2023

Document Language:

Turkish

Document ID (Org No.):

2001291924

pISSN:

2147-7833

Service Experience

Negative Patient Behavior

Institutional Reputation

Complaining

Negative Word of Mouth Communication

Switching

Interia

Patient

Hospital

Health InstitutionHizmet Deneyimi

Olumsuz Hasta Davranışı

Kurumsal İtibar

Şikâyet Etme

Olumsuz Ağızdan Ağıza İletişim

Kurum Değiştirme

Eylemsizlik

Issues

Article Details

Authors: Mustafa Amarat | Deniz Güneş

Publisher: Karamanoglu Mehmetbey University

Main Topics: İtibar Yönetimi | Kurumsal İletişim

Journal: Karamanoğlu Mehmetbey Üniversitesi Sosyal Ve Ekonomik Araştırmalar Dergisi Vol.25 Issue 44, pp.348-363

Document Type: Article

Publication Date: 6/2023

Document Language: Turkish

Document ID (Org No.): 2001291924

pISSN: 2147-7833

Issues

Authors:

Mustafa Amarat | Deniz Güneş

Publisher:

Karamanoglu Mehmetbey University

Main Topics:

İtibar Yönetimi | Kurumsal İletişim

Journal:

Karamanoğlu Mehmetbey Üniversitesi Sosyal Ve Ekonomik Araştırmalar Dergisi Vol.25 Issue 44, pp.348-363

Document Type:

Article

Publication Date:

6/2023

Document Language:

Turkish

Document ID (Org No.):

2001291924

pISSN:

2147-7833