Perception of hospitals' reputation in helathcare institutions and the effect of patient characteristics

This study aims to analyze the key factors shaping patients' perceptions of hospitals' reputation. Specifically, it evaluates the impact of demographic characteristics (gender, marital status, age, social security status, and education level) and healthcare service experiences (frequency of hospital visits and type of healthcare received – inpatient or outpatient) on hospitals' reputation perception. The findings of the study are expected to contribute to the reputation management processes of healthcare institutions and provide a scientific foundation for developing strategies to enhance patient satisfaction. Data for the study were collected through face-to-face surveys administered to patients receiving healthcare services at a hospital in the Kepez district of Antalya. The sample size was determined to be at least 384 patients, based on a 95% confidence level and a 5% margin of error. A Likert-type "Reputation Perception Scale" was employed in the study to assess patients' perceptions of reputation alongside their demographic information. Statistical analyses were conducted using independent sample t-tests and ANOVA. Validity and reliability analyses of the scale were performed to ensure that the results were represented in a valid and reliable manner. The study demonstrates a significant correlation between patients' satisfaction with healthcare services and their perceptions of hospitals' reputation. As satisfaction levels rise, perceptions in key dimensions such as service quality, social responsibility, good governance, reliability, and customer orientation become more pronounced. Notably, groups reporting higher satisfaction in areas such as service quality and social responsibility offer more favorable assessments in these dimensions. Individuals with social security exhibit a more positive perception in the areas of reliability and customer orientation, whereas those without social security provide lower evaluations. Additionally, individuals who visit the hospital more frequently possess substantially higher perceptions of hospitals' reputation compared to those who visit less often. Across different age groups, it has been observed that individuals "aged 50 and above" tend to have more favorable perceptions of customer orientation. Keywords: Hospitals' Reputation Perception, Patient Characteristics, Hospitals' Reputation