THE EFFECT OF DOCTOR BRANDING ON HOSPITAL PREFERENCE: THE CASE OF TURKEY

Authors : Fatma Nuray Kuşcu, Mehmet Yorulmaz, Ali Göde

Pages : 975-992

Doi:10.61859/hacettepesid.1296521

View : 147 | Download : 159

Publication Date : 2023-12-28

Article Type : Research Paper

Abstract :This research aimed to determine to what extent the reason for choosing a hospital can be explained by branded doctors. In this study, which was carried out using the general survey model, which is a quantitative research method, 1077 participants were determined from among adults by simple random sampling method and the data were collected online. \"Personal Information Form\", \"Doctor\'s Branding Scale\" and \"Hospital Preference Scale\" were used in the research. The Physician Branding Scale consists of 12 statements and one dimension, while the Hospital Preference Scale consists of 16 items and one dimension. In addition, the Personal Information Form was used to determine the socio-demographic characteristics of the participants. The obtained data were analyzed with the SPSS program. Since it was determined that the data were normally distributed, t-test, ANOVA, pearson correlation and simple linear regression analyzes were applied in independent groups. As a result of the research, it was determined that the branding of the doctor had a statistically significant and positive effect on the hospital preference. This result shows that the level and frequency of patients\' preference for that institution increased with the work of doctors who became branded in institutions.
Keywords : Sağlık sektörü, Doktorun markalaşması, Hastane tercihi