A research on the effects of perceived service quality, perceived value and hospital image on patient satisfaction and loyalty

Health services have started to develop new approaches to ensure their continuity within the service sector, along with the changes and developments in service marketing. In the light of these developments, the understanding of quality in health services has begun to be adopted and a patient-oriented health service is aimed. In this regard, health institutions develop strategies to increase their loyalty to the institution by trying to ensure that patients are satisfied in order to provide a quality service. In this research, the effects of perceived service quality, perceived value and hospital image on patient satisfaction and loyalty and the relationship between the variables were examined with a structural equation model. The population of the research occur of patients over the age of 18 who are hospitalized in all services except intensive care at Tekirdağ Namık Kemal University Health Practice and Research Hospital. For the research, a survey was conducted with 400 people selected by convenience sampling method, without any demographic discrimination among inpatients. Relationships between perceived service quality, perceived value, hospital image, patient satisfaction and patient loyalty have emerged. It has been determined that perceived value and hospital image have a positive effect on patient satisfaction and loyalty. It was observed that perceived service had a significant value on perceived value and hospital image, but there was no direct significant effect on patient satisfaction.