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The Research on the Impact of Corporate Trustworthiness and Corporate Image on Customer Satisfaction and Loyalty : Case of Healthcare Institution

Author

Listed:
  • Tevfik Yoldemir

    (Marmara University, School of Medicine, Istanbul, Turkey)

  • Aypar Uslu

    (Marmara University, School of Business Administration, Istanbul, Turkey)

  • Serdar Pırıntı

    (Marmara University, School of Business Administration, Istanbul, Turkey)

Abstract

The objective was to define the impact of corporate trustworthiness and corporate image on customer satisfaction and loyalty among patients who get in-patient care in a university affliated hospital. The scales for corporate trustworthiness, corporate image, customer satisfaction and customer loyalty were determined and a survey questionaire was prepared. After a pre-test was done, the final questionaire was used in the research. Total of 1410 forms were analysed. After reliability and factor analysis were completed, comparative tests, correlation and regression analysis were done. After factor analysis, customer satisfaction was divided into 2 domains, customer loyalty into 2 domains. Pearson’s correlation coefficients (r) between each variable was determined. Regression analysis revealed coefficient of determination (R2) between dimensions. The proportion of variation in customer advocacy is explained by tangible and intangible satisfaction dimensions in 51,2 % of cases. The proportion of variation in customer advocacy is explained by tangible and intangible satisfaction, trustworthiness and image dimensions in 62% of cases. The proportion of variation in customer choice is explained by organizational and personel satisfaction, trustworthiness dimensions in 27,1% of cases.

Suggested Citation

  • Tevfik Yoldemir & Aypar Uslu & Serdar Pırıntı, 2018. "The Research on the Impact of Corporate Trustworthiness and Corporate Image on Customer Satisfaction and Loyalty : Case of Healthcare Institution," Yildiz Social Science Review, Yildiz Technical University, vol. 4(1), pages 1-14.
    • Handle: RePEc:aye:journl:v:4:y:2018:i:1:p:1-14
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    References listed on IDEAS

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    2. Eugene W. Anderson & Mary W. Sullivan, 1993. "The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, INFORMS, vol. 12(2), pages 125-143.
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    More about this item

    Keywords

    Corporate trustworthiness; Corporate Image; Customer Satisfaction; Customer LoyaltyJournal: Yildiz Social Science Review;
    All these keywords.

    JEL classification:

    • F00 - International Economics - - General - - - General
    • F30 - International Economics - - International Finance - - - General
    • G00 - Financial Economics - - General - - - General
    • G10 - Financial Economics - - General Financial Markets - - - General (includes Measurement and Data)
    • K00 - Law and Economics - - General - - - General (including Data Sources and Description)
    • K20 - Law and Economics - - Regulation and Business Law - - - General
    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General
    • O10 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - General

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