The nature of corporate reputation and the measurement of reputation components

Purpose The purpose of this paper is to assess whether corporate reputation can be analyzed or not with the present impressions related to “service quality that the customers have observed during the corporate's developing process”, “communication”, “experiences based on past actions”, “responsibility towards society and enviroment” and “trustworthy that is the total evaluation of all”. Design/methodology/approach The analysis of corporate reputation, a field research, is a descriptive study. While forming the samples, judgement sampling method within non‐probability sampling is used and a questionnaire is applied to 300 patients having service in the 18 different polyclinics of a private hospital (ANDEVA) in Turkey. Findings The findings have confirmed the thesis that since the patients explain reputation with more than one sub dimension in their perceptions towards corporation, reputation cannot be explained by only one experience, contact or impression; and as stated in the literature, reputation consists of various components (sub dimensions). Also, there is a difference within the perceived components (sub dimensions) to explain reputation. Research limitations/implications The study is limited with the measurement of corporate reputation basing the private health corporation AN‐DEVA's polyclinic patients. Originality/value It is important to deal with corporate reputation in a private health service sector. Because health sector where customer relations are very dense is the most problematic sector to provide customer satisfaction.