Patients' perceptions of quality management and corporate identity of healthcare organisations: a sample from Bursa Şevket Yılmaz Education and Research Hospital

An organisation needs to establish and maintain a corporate identity in order to be appreciated by the public and to show itself different from other rival organisations. Institutions aim at making profit and being permanent, and it is impossible for them to attain these goals without considering total quality management, corporate identity and corporate image. Hospitals should also have a distinct corporate identity so as to enter into rivalry with other such kinds of healthcare organisations. Quality management has a vital role on the establishment and maintenance of a corporate identity. With this in mind, the aim of this study is to investigate the effect of the quality management on corporate identity and image in healthcare organisations. The study was conducted in an education and research hospital in Turkey. The research findings demonstrated that corporate identity and organisational culture are complementary factors in a hospital management system, and that positive corporate image of a hospital can be built when quality culture is regarded as an essential part of a corporate identity.