Analysing the relations of organisation culture and institutional image at Turkey: A hospital example

Today, business enterprises need to have a good organizational culture and a perception of corporate image within themselves so as to move on, increase their profitability portions and maintain their assets. In this context, this study focused on the importance of the relationship between the employees' perceptions about corporate image and organizational culture. In this study, it was aimed to determine the levels of relationship between corporate image perception and organizational culture of the employees working in a private hospital in the province of Adana province. In the study, independent groups t-test, ANOVA test, one way variance analysis, Correlation and Regression analysis methods were used as the statistical method. The study was intended to conduct on 165 employees working in a private hospital in the province of Adana. However, it was tried to reach the number of sample which had been determined in advance in the institution in order not to cause workload and disruptions in the service as the institution was active in the delivery of health care. Therefore, the research was carried out with 123 employees working in the hospital due to time and working limitations. The results of the research revealed that there was a statistically significant difference between the levels of the sub-dimensions of dynamic, organizational, social responsibility and performance levels of organizational culture and corporate image of the employees working in the institution (p<0,05). It was also found that there was a statistically significant difference between the sub-dimensions of power distance, avoidance from uncertainty, individuality/collectiveness and masculine/feminine of organizational culture and corporate image (p<0.05). The results of the analysis of the differences between the demographic characteristics of the participants and the organizational culture and corporate image showed that there was a statistically significant difference between the gender and educational level of the organizational culture and the age, marital status and educational level of the corporate image (p<0,05). It was also presented that there was no statistically significant difference between the organizational culture and the corporate image and the variable of term of employment of the employees working in the institution (p>0.05). Keywords: Corporate Image, Health Professionals, Organizational Culture.