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. The aim of this training is to examine the relationships between service quality, value, hospital image, patient satisfaction and patient loyalty with the flexibility model. Data for the research was collected using the survey method. The content of the research consists of resources at Tekirdağ Namık Kemal University Health Practice and Research Hospital. Relationships between perceived service quality, perceived value, hospital image, patient satisfaction and patient loyalty have emerged. The data obtained from 400 surveys conducted at Tekirdağ Namık Kemal University Health Research and Application Hospital were analyzed with IBM SPSS and AMOS programs. The established hypotheses were tested with the Structural Equation Model. 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.