How does the perception of corporate reputation of patients shape?

Abstract

ABSTRACT Background: Corporate reputation is very important, attracting new patients and ensuring the continuity of the hospital. The healthcare industry has its own unique characteristics. Thus, it is not safe to say that traditional theories of reputation and the related predictors are fully true for the health industry. Objectives: Accordingly, the purpose of this study is to determine the predictors of patient- (clinical and polyclinic) and potential patient-based hospital reputation. Method: The study employed a qualitative phenomenological research design. The reason for choosing this research design is that it allows the researcher to determine what a phenomenon or event means to relevant parties. Results and Conclusion: The research findings indicated that unnecessary supply, the quality of service (physical, technical, and functional), visual identity, hospital processes, the socioeconomic status of the patients and communication are influential on the reputation perception of the clinical and polyclinic patients. However, potential patients disagree concerning hospital processes and unnecessary supply.