On the hospitals be explain the relationship between public relations and total quality initiatives by analising the Mediterranean University Hospital case

The aim of this thesis is to explain the relationship between public relations and total quality initiatives by analising The Mediterranean University Hospital Case. The literature study about public relations and total quality management is explained in the first chapter of the thesis. Public relations and quality management in hospitals are expressed and the relationship between them is explained in the second chapter. İn the third chapter of the thesis, public relations and quality initiatives of The Mediterranean University Hospital which were started in 1996 are explained and the relationship between them is analised. The data which was taken from The Mediterranean University Hospital is used in this chapter. The main data collection methods of this research are interviews, observations and document analysis. The data is patient surveys which were conducted to policlinic and clinic patients by the hospital between 2002 and 2005, the data of satisfaction, request/ suggestion and complaint boxes in 2005, employee satisfaction survey of 2005. Information, documents and opinions obtained from managerial staff as dean, hospital manager, assistant hospital managers and departmens of hospital related with the thesis subject by face to face interviews are used. Besides, the researcher used the information, impressions and experience which she got when she was working as public relations supervisor of The Mediterranean University Hospital between 1996 and 2004. According to the study of The Mediterranean University Case, it is seen that public relations activities have significantly contributed to quality initiatives started within the frame of ?Total Quality Management Action Plan? in 1996, both in forming quality culture in hospital and evaluating the patient satisfaction and complaints. A decrease in patient complaints was found between 1996-2003 when importance was given to quality trainings and public relations activities with the support of the management staff. It was also found that the relative decrease in patient stasfaction and increase in patiens complaints since 2004 had raiser in parallel with a relative decrease in the efforts and resources reserved for sources quality initiatives (decrease in quality trainings in 2005 and not evaluating the patients complaints for a long period of six months in 2005 March-August, caused increase in patient complaints. According to the survey on the employees of the hospital, it was seen that employees consider the quality and public relations activities as necessary but insufficient).