The effects of corporate reputation and service quality on business performance: A research in health organizations

The main purpose of this research is to develop and test a model to reveal the effects of corporate reputation and service quality on business performance in the health sector. For this purpose, the sub-variables of corporate reputation, awareness and recognition, management-leadership, reliability; The relations between the sub-variables of service quality, empathy, healthy food, physical characteristics, trust, assurance, and the sub-variables of business performance, competition, financial performance, service quality, flexibility, resource utilization, were analyzed. Within the scope of the study, in obtaining the research data; questions about demographic characteristics, "Corporate Reputation Scale, Service Quality Scale and Business Performance Scale" were used. The data consisting of the answers given by the individuals participating in the survey were analyzed with the SPSS statistical analysis program. In this direction, the distributions of demographic characteristics were determined, the reliability levels of the scales were determined; factor, anova, correlation and regression analyzes were performed. The study was applied to 400 personnel working in private hospitals operating in Istanbul. As a result of the analysis of the research conducted for this study, social responsibility, healthy food and service assurance; It has been found to have a positive effect on competitive activities. In addition, the physical characteristics of the institution and the service assurance; It has been determined that it has a positive effect on financial performance. On the other hand, negative perceptions towards the institution, customer satisfaction and social responsibility; It has been determined that there is a negative effect on service quality.