The importance of reputation on health service institutions

Abstract

Today, there is an ever-increasing importance of the concept of reputation for either public or private institutions that show a rapid change in the competition environment that has been brought along globalization. Corporate reputation is defined as the whole evaluation regarding whether or not an institution is perceived as reliable, reputable and valuable by all stakeholders, which is formed in the course of time. In addition to this, reputation is accepted as an intangible being that enriches the institutions, can not be imitated by other institutions and prioritizes the institutions. Recent transformation and changes being experienced in the healthcare field inevitably involve the institutions providing health service in the competition environment as well. In this context, it is required to reinforce the corporate reputation via the stakeholder satisfaction in order to be successful in competition-based study fields. On the other hand, the success of institutions providing healthcare institution depends on being approved by all the stakeholders that are affected by the activities of these institutions. Thus, the positive perception being formed in the minds of stakeholders (such as patients/patient relatives, workers, suppliers) that are affected primarily by hospitals and other health service institutions will enable the institutions to have a positive corporate image and a strong and good corporate reputation.

Keywords

• corporate reputation
• corporate image
• hospitals
• health institutions