The effect of staff empowerment on perceived service quality and brand equity

With the advancement of technology and the increase of competition, enterprises have turned to using the most valuable resource, human resources, more effectively and efficiently in order to keep up with the change. Therefore, enterprises have focused on the issue of empowering their employees. Empowerment, which is one of the modern management approaches, has also started to be implemented in many sectors. Empowerment of personnel in healthcare organizations has become important in the success of services. The efficiency and service quality of the enterprise have increased with the employees working in a more active and motivated way. Increasing service quality has been the reason why the healthcare enterprise is preferred. Therefore, it has increased the brand equity of the institution. If businesses do not want to lose their employees, it has become a necessity to give enough importance to empowerment. The aim of this research is to investigate the effects of staff empowerment in the health sector on perceived service quality and brand equity. For this purpose, a questionnaire was applied to 408 healthcare personnel working in ÇOMÜ Health Practice and Research Hospital in Çanakkale. As a result of the research, it was seen that staff empowerment had a positive effect on perceived service quality and brand equity. In addition, it was concluded that perceived service quality sub-dimensions and perceived service quality sub-dimensions of staff empowerment had a positive effect on brand equity.