A study on the effect of healthcare workers corporate reputation perception on organizational commitment

Today's competitive environment, globalization, technological developments, the increase of stakeholders' awareness level and expectations of the stakeholders have pushed institutions to seek new values creation. At this point, corporate reputation is very important for institutions. Corporate reputation is very effective especially getting the support of stakeholders and increasing their organizational commitment.The main purpose of this study,carried out based on this assumption, is to determine the effect of workers' corporate reputation perceptions on their organizational commitment. In this study, a questionnaire form was used as a data collection tool. Reputation Coefficient Scale which developed by Fombrun, Gardberg & Sever (2000) adapted to Turkish by Alnıaçık, Alnıaçık & Genç (2010) to measure the corporate reputation perception level of the participants; Organizational Commitment Scale, which developed by Allen and Meyer (1990) and adapted to Turkish by Gürkan (2006) to measure organizational commitment levels were used. In addition, questions that prepared to determine the socio-demographic characteristics of the participants were also added to the questionnaire form. In the analysis of data reliability analysis, descriptive statistics, T-Test, One-Way Anova test, correlation and regression analysis were used. According to the data obtained from the study, participants' corporate reputation (2,15) and organizational commitment (2,20) levels are found low. It is concluded that there is a high positive correlation between the corporate reputation perception levels of the participants and their organizational commitment levels (r=0,846; p<0,01) and their corporate reputation perceptions have a significant positive effect on organizational commitment (F=545,70; p=0,000) In addition,it is found that the socio-demographic characteristics of the participants make a significant difference on corporate reputation and organizational commitment.It is thought that the study is going to contribute to the managers of health institutions in creating a strong corporate reputation and, accordingly, increasing the organizational commitment of the employees.