The Relationship Between Corporate Image Perception and Organizational Commitment in Health Institutions

Abstract

Corporate image can be defined as the picture that the organization visualizes in the minds of various audiences. The corporate image must be realistic and convincing since it is the duty of the organization to create and maintain trust of the internal and external target audience. Organizational commitment means that employees feel the sense of belonging to the organization and provide an advantage for the organization to benefit from the human resources needed for the continuity of the organization. Researches conducted have showed that employees with high organizational commitment had higher motivation and productivity; however, negative behaviors such as absenteeism, being late to work, and quitting the job were less common. Positive corporate image contributes to provision of high quality service to the organization by ensuring an attractive alternative for qualified personnel, while qualified personnel working with high commitment and motivation to contribute to the development of positive corporate image. This process of interaction increases the rates of preference for the organization by both internal and external stakeholders. Since the scope of services is human health, image management in health institutions is much more difficult and important than other institutions. In order to increase the competitiveness in today's conditions; it is very important that health institution managers work to create a positive corporate image and to increase employees' commitment. In this study, studies examining the relationship between perception of corporate image and organizational commitment in the health sector are evaluated.

Keywords

• nurse
• midwife
• corporate image
• organizational commitment
• public hospitals