Perpections of consumers towards the image of health institutions : An application in Aydın city

The fact that the consept of health is a non-postponable and non-substituable structure in terms of individuals has always caused this consept to be preserved. Corporate image with increasing importance in thesedays, is the most important thing in conveying the wiew of an corporation and it aims towards the distant or nearby people to target groups. Image of corporation has a critical importance, because of making a difference to the other corporations and survive. Institutions are forced to convert the negative perceptions of consumers (patients) into positive by learning the ideas of consumers (patients) about their institution in order to create a positive corporate image. Especially, corporation image of the hospitals operating in service sector are becoming more important today, whether they are public hospitals or private hospitals. The aim of this study is, the consept of image which is increasingly important in terms of sustaining the existance of the institutions, taking into account the corporate image frame and by establishing the factors in formation to determine whether is a difference between public and private hospitals. For this purpose, in Aydın a questionnaire was administered to a total of 756 patients and patient relatives from a public hospital "Aydın Public Hospital" and a private hospital " Private Medinova Hospital" service in Aydın. Eventually, consumers were affected by six dimensions while evaluating the corporate image of healthcare enterprises, and their physical environment, hospital management, personnel, service quality and corporate communications and this study revals that there is a difference between public and private hospital in these factors.