The mediating role of management’s digital transformation in the effect of company website design

Abstract

Today, the service sector, which shows a high rate of development, produces services in half with other sectors. Health service is the determination of the needs of those who benefit from health-related services, making health services suitable for these needs and encouraging patients to use these services. As a result of digitalization and the spread of the internet, businesses are trying to reach their customers by using this channel. It is also important what the opinions of those who use or see the page about this web service are. In the current age we live in, the rapid advancement of digital technology draws the attention of both consumers in their daily lives and business managers. Keeping up with the digital transformation process is believed to enhance their efficiency. The aim of the study is to determine the effect of the websites created by the companies in the health service marketing on the customer perception. In this context, the results obtained from 400 health consumers residing in Istanbul and benefiting from health services were analyzed by applying ANOVA and t-test, along with the structural equation model. Three of the hypotheses formed were accepted. As a general result, it has been accepted that the visual status of the website to be created, as well as its functionality, have an effect on customer perception. It has been concluded that the appropriately designed Web site has an effect on customer perception. In addition, this study will be able to form an idea about future research and studies.