The role of managers in establishing corporate reputation: A survey for group of private hospital

As a result of the developments in the fields of globalization, information and technology, concrete elements have left their place to one of the abstract concepts reputation. The increase in the number of threats against reputation which seem to add significant value to corporations, being awere of the importance given to reputation and providing them with sustainable rivalry advantage have made the corporate reputation become an issue having a gradually increasing importance and the concept of corporational reputation has become a focus of interest for managers. Throughout the history, health has been a vital, non-postponable and indispensable phenomenon. Today, demand for health services is ongoing and increasing. Therefore, countries have begun to benefit from the private health sector as well as their own services. Hospitals are at the forefront of providing health services. The ongoing medical demand has led to the establishment of private hospitals. Today, the increase in the number of private hospitals and the competition among them has provided the formation of hospital groups and the addition of new ones to their groups. Running hospitals with a scientific understanding of management is important for people and corporations that receive health services, provide services and funds. Today, the population increase on the Earth and technological breakthroughs have increased the importance of the hospital management and administration. This research, it is aimed to reveal the role of managers in chain private hospital group in Turkey in creating corporate reputation. The research has 15 chain private hospitals in Turkey. In the study, questions were created using the Reputation Institute Reputation Quotient/RQ-named model by Harris-Fombrun which was developed to measure the perceptions about institutions. Survey method was preferred as the data collection method and it was applied to the 198 senior managers of the hospital group. The data were analyzed in the package program SPSS for Windows 21.0 (Statistical Program for Social Sciences) and the results were evaluated. The research identified the roles of managers in corporate reputation management on working environment creating the corporate reputation, emotional ties, financial performance, social responsibility, products and services, vision and leadership dimensions. The study is leading the way for managers to preserve, develop and maintain their existing reputation for their corporations. In the research, suggestions were presented to help the managers which elements of corporate reputation would be created and managed. Keywords: Corporate Reputation, Corporate Reputation Management, Hospital Management